摘要:隨著經濟的不斷發展，人們的生活水平也不斷的上升，天然、營養、安全的綠色產品已經成為消費者的首選。普洱茶的保健功效與現代人追求健康的理念相契合，吸引了越來越多的品茶人士的關注。普洱茶產業是普洱市的傳統產業，特色產業，普洱具有最適合茶樹生長的環境條件，有著豐富的茶葉資源。利用普洱得天獨厚的茶葉資源和特殊的加工方法，以及特殊的保健功能和收藏價值，使得普洱茶在近幾年得到飛速發展，可是普洱茶在建設品牌方面還存在諸多問題。做普洱茶文化的人很少，而做普洱茶的廠家一大堆，做字號的更是不勝數，大多數廠家想到的只是我的普洱茶可賣多少錢，以賣茶為第一，而不注重品牌。名字和原料沒有規范，價格沒有規范，銷售渠道沒有規范等等，在打造屬于自己的個性品牌方面，普洱茶不僅要把上面的問題解決好外，還要制定科學的建設品牌的戰略方針。本文是在普洱茶品牌發展的前提下，分析普洱茶品牌發展中存在的問題及提出解決問題的方案，希望給普洱茶的品牌發展提供一點點建議。

關鍵詞：普洱茶；品牌發展；對策

Abstract:With the economy developing continuously, people's living standards constantly rising, naturally, nutritiously, safely green products have become the first choice of consumers. The health benefits of Pu'er tea fit with the concept of the modern pursuit of health, attracting the attention of more and more people which like drinking tea. Pu'er tea industry is the traditional industries of Pu'er City, specialized industry, and the environmental conditions of Pu’er is the most suitable for tea growing, with a rich tea resources. The unique and specially processing methods, special health care function and value that to collect, making Pu'er tea has been rapidly developing in recent years, but there are still many problems in building the brand of Pu’er tea. Very few people do the tea culture, but there are more numerous tea manufacturers, they produce Pu’er tea and just think of the Pu'er tea how much to sell, selling tea for the first, while do not pay attention to the brand. The names , raw materials , prices and sales channels of Pu’er tea are not standardized, therefore, they want to create their own personalized brand not only solve the problem all of above, but they also developed the strategic policy of building brand. Under the premise of the tea brand development, this article analysis the problems of the tea brand development and put forward the solution to the problem, in order to give some advice to create the brand of Pu’er tea.

Keywords:  Pu’er tea；Brand development；Countermeasures