Research on Tea Branding Based on the Consumer Perspective—Taking Liubao Tea as an Example

Abstract

This paper is based on the consumer perspective, on the basis of field research and questionnaire survey to obtain first-hand data, first of all, the use of hierarchical analysis, logistic regression analysis and other data analysis methods to study the current constraints on further brand building of Liubao tea. And based on the above-mentioned influencing factors, the corresponding solution strategies are proposed. The study concluded that marketing transformation, cultural heritage, network publicity and villagers' participation have greater constraints on further brand building; it was found that the taste and stale flavor of Liubao tea are the main factors causing poor consumer reviews of Liubao tea.