摘要:随着经济的不断发展，人们的生活水平也不断的上升，天然、营养、安全的绿色产品已经成为消费者的首选。普洱茶的保健功效与现代人追求健康的理念相契合，吸引了越来越多的品茶人士的关注。普洱茶产业是普洱市的传统产业，特色产业，普洱具有最适合茶树生长的环境条件，有着丰富的茶叶资源。利用普洱得天独厚的茶叶资源和特殊的加工方法，以及特殊的保健功能和收藏价值，使得普洱茶在近几年得到飞速发展，可是普洱茶在建设品牌方面还存在诸多问题。做普洱茶文化的人很少，而做普洱茶的厂家一大堆，做字号的更是不胜数，大多数厂家想到的只是我的普洱茶可卖多少钱，以卖茶为第一，而不注重品牌。名字和原料没有规范，价格没有规范，销售渠道没有规范等等，在打造属于自己的个性品牌方面，普洱茶不仅要把上面的问题解决好外，还要制定科学的建设品牌的战略方针。本文是在普洱茶品牌发展的前提下，分析普洱茶品牌发展中存在的问题及提出解决问题的方案，希望给普洱茶的品牌发展提供一点点建议。

关键词：普洱茶；品牌发展；对策

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