| As a cradle of tea, China has a long history of planting, making and drinking tea, the state drink. Famous teas can be found everywhere in China, for instance, Anxi-tieguanyin, Wuyi-yancha and Yunnan-pu'er etc. Having intimate relationship with their birthplaces, these teas are products of national geographic symbol enjoying renowned fame and reputation, and are greatly favoured by customers.As a national geographic symbol, Anxi-tieguanyin taking its root in Anxi of Fujian, is of the highest grade of oolong, and this has a lot to do with Anxi's human geography environment. With recent years of development, the construction of the brand of Anxi-tieguanyin has made certain achievements , possessing strong competitive strength, and has accelerated the development of Anxi tea industry with the radiation effect of the brand. However, for Anxi-tieguanyin, a further step is yet hard to reach, and the development of the brand has encountered many bottlenecks which have enormously effected the comprehensive development of Anxi-tieguanyin industry. The advancement of Anxi-tieguanyin and the upgrade of the industry are extremely urgent.Geographic symbol refers to the representation of the origin of a certain commodity, by whose nature and human factors, the certain quality, prestige or other characteristics of this commodity are mainly determined. It is the precious wealth to the advancement of the brand of Anxi-tieguanyin, and also the core pillar for the upgrade of Anxi-tieguanyin industry.It is from the angle of geographic symbol that this article carries out the research on the advancement of the brand of Anxi-tieguanyin and the upgrade of the industry. In Part I, the author gives an analysis of the development trend of Anxi-tieguanyin, summarizes the geographic and human environment of its place of origin, and evaluates the base for the development of the brand. On research and analysis of documents, bottlenecks in the development of Anxi-tieguanyin are then presented, such as the weak consciousness of geographic symbol (brand) , draggling managements, under performance of quality standard, plan lacking for the popularization of the brand, disorder of the market and under industrialization etc. In Part II, by comparative analysis on other domestic geographic symbol products, the brands of Yunnan-pu'er and Wuyi-yancha, the author summarizes the development rule for geographic symbol products, providing references for the advancement of the brand of Anxi-tieguanyin and upgrade of the industry. In Part III, the author carefully analyzes the value and significance of geographic symbol having for Anxi-tieguanyin, considers over the affects generated by geographic symbol, and at the sametime expatiates on concepts relating geographic symbol. In Part IV, advancing strategies based on geographic symbol of the brand of Anxi-tieguanyin are raised on former analysis, considering that in order to advance the brand of Anxi-tieguanyin, quality management should be built first with its contents include the construction of quality-standard-based permission system, "4-in-1" quality management mode, construction of multi-supervision system and the strengthening of the introduction of tea science and technology etc; , which fundamentally guarantee the quality of Anxi-tieguanyin and thus promise a firm base for the advancement of the brand. Then, the introduction of CI including MI, BI, VI of the geographic symbol of the brand of Anxi-tieguanyin is provided for further construction of the brand image of Anxi-tieguanyin. With the perfection of the quality and image of Anxi-tieguanyin, the author brings forward strategies for popularization based on geographic symbol, including the formation of promotion team, the popularization of fund operation system , geographic-symbol-centred integrated marketing and expansion via franchise of geographic symbol etc. In conclusion, the author holds the opinion that the preservasion of the brand of Anxi-tieguanyin constitutes the most important part. Clear preserving bodies as well as the strengthening of protections via the law and creative means and systems are needed to guarantee the safety of the geographic symbol of Anxi-tieguanyin and finally realise the advancement of the brand. In Part V, the author give birth to the opinion that the realization of upgrade of the Anxi-tieguanyin industry should be based on the geographic symbol, the upgrade should forge geographic symbol based regional brand, build a tea industry chain via the function of brand extension and develope agglomerative effect to promote industrial agglomeration, which in turn result in the realizaiton of the upgrade of the industry. At the sametime, several safeguard countermeasures against the upgrade route of Anxi-tieguanyin industry are provided including adjustment and optimization of industry structure, improvement of scientific technological level of industry, perfection of industry service system, and the construction of the cross-strait allience of oolong industry etc.This article acquires materials relating the brand of Anxi-tieguanyin by adopting field researches and document analysis. It also summarizes the operation status of other domestic geographic symbols with the method of comparative analysis, and conducts the research on the advancement of the brand of Anxi-tieguanyin and upgrade of the industry by applying relating theories and knowledge of Brand Management, Marketing, Industrial Economics and Law. |
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