本文通过问卷的形式,调查消费者对于保健的重视程度以及福鼎白茶品牌建设现状,研究发现:消费者对产品的保健功效普遍比较重视,但对福鼎白茶及其保健功效认知程度不高,当了解到福鼎白茶的保健功效时,购买的意愿也会随之提高。本文最后提出加大福鼎白茶保健功效的宣传力度,打造福鼎白茶健康文化等品牌建设的建议。 This paper investigates the consumer’s emphasis on health care and the status quo of Fuding White Tea brand by questionnaire, and finds that consumers generally pay more attention to the health effects of the products, but they do not know much about the efficacy of Fuding White Tea and its health care , When you understand the health benefits of Fuding White Tea, the purchase will also increase. Finally, this paper puts forward the promotion of fuding white tea health promotion efforts to build fuding white tea health culture and other brand building recommendations.