Study On Internal Sharing System For Regional Public Brand Of Tea

As the largest country of tea production and consumption, tea industry is really important. The ever-growing demand of tea fueled the ever-increasing investment of tea industry,and promoted the expansion of production scale. The expansion of production exacerbated the competing among producers, which spawned the era of brand. What’s more, the regional characteristics of tea and the dispersion characteristics of production organization made the development of China’s regional tea industry extremely depend on regional public tea brand. However, in the process of building and using regional public brand which is club goods, it always existed free-rider and caused “tragedy of commons”. The free-rider problem of brand sharing can’t be solved only by property ownership definition and markets self-regulation it needs government’s regulation and to embed mandatory institution. But we can’t deny the fact that any institutions’ construction takes a long time, and the institutions are perfected constantly in practice. From the media’s disclosure of brand-sharers’ violation, we are sure that the brand sharing system is not perfect, we should do something to improve it, which is also the goal of this research. What’s more, the research take “West Lake Dragon Tea” as the example and does an analysis of the sharing system in order to do some perfection, Which may have some indication to the building of regional public tea brand.This thesis has six chapters. The first chapter is an introduction of this research’s background, content, methods, significance and so on. The second chapter does a brief present situation analysis of China’s tea industry and regional public tea brand. Chapter 3 gives the theoretical foundation of all the analysis, clarifies what is internal sharing system/why it exists and some possible composition of the system. The forth chapter has reviews the building process of West Lake Dragon Tea brand sharing system. Chapter 5 presents West Lake Dragon Tea’s brand sharing system’s running results, and does a leak analysis for West Lake Dragon Tea brand sharing system, find that the system lacks of the effective cooperation promotion mechanism between farmers and enterprises, lacks of identification systems, lacks of the collocation of intellectual property rights of brand. What’s more, the association of West Lake Dragon Tea lacks of managerial competence. The last chapter has given the optimization design advice of regional public tea brand sharing system in China based on foreign countries’ successful experience and West Lake Dragon Tea’s field investigation, the advice is “reducing oversight unit, improving and perfecting the association’s framework and capability, promoting the level of digital management and trying to setting up a unified sales platform”.This thesis did the analysis from the visual angle of club goods theory that expands the research lens of the brand sharing system, and took “West Lake Dragon Tea” as the example to do the leak analysis of brand sharing system which enriches the study contents of brand sharing. The shortcoming of the thesis is that it lacks cost analysis and polls which maybe can do a fever to make the change.