Abstract: In order to find out the influencing factors of Ankang se-enriched tea regional brand construction accurately, and then improve its development level, based on the full analysis of Ankang se-enriched tea regional public brand construction advantages, disadvantages, opportunities and threats in the external environment, SWOT-CLPV model was used to analyze four competitive situations： Leverage, control, vulnerability and problem. Finally, combined with the actual situation, the countermeasures are put forward, such as accelerating the development of ecological selenium rich resources, strengthening the standardization construction of tea garden, expanding leading enterprises, strengthening the talent introduction and education.

Key words: SWOT-CLPV model, the regional public brand, Ankang se-enriched tea