Local Government Action Research On The Regional Brand Construction Of Of Anxi Tieguanyin Tea

A regional brand is the product of regional economic development, and is also an important embodiment of a region’s competitiveness. The construction of a regional brand is an economic-development-driving strategy taken in a certain area, which regards the local government as a leading role, enterprises as market entities,intermediary agencies as assistance, and industry clusters as the carrier of famous regional brands. In this strategy,the local government played a crucial and irreplaceable role, which is due to the regional brand’s public product attributes and the local government’s economy management function. Besides, the transformation and upgrading of regional economy in China also need the local government to play an important role in the development of local brand.Anxi is a representative region of the national tea brand construction, Since2000, Anxi has successfully registered "Anxi Tieguanyin Tea" trademark, the Tea is more and more popular. The value of brand is increased gradually. In2014, the value of brand is over90million, the brand dissemination force manufacturers "the first county of countrywide key produces tea".Pointed out that the regional brand of "public property" and "market failure" both illustrate the need for government involvement in the area of brand building, at the same time, according to the different stages of the government plays no role in defining the role of local government, pointing out that the local government in the area of brand building as reflected.Therefore, I selected Anxi tieguanyin regional brand,that has an important position and significance in Fujian tea brand in the whole country.Then described the domestic and regional brand building as the research status of local government, then the use of public management theory, this paper analyzes the theoretical basis for regional brand building local government, pointed out that regional brand "public property" and "market failure", Pointed out that the regional brand of "public property" and "market failure" both illustrate the need for government involvement in the area of brand building, at the same time, according to the different stages of the government plays no role in defining the role of local government, pointing out that the local government in the area of brand building as reflected.Then combined with field investigations Anxitieguanyin summary overview of the development of regional brands, summarized in detail Anxitieguanyin regional brand building as the main local government, and to analyze the main problems Anxitieguanyin regional brand building local governments exist-brand strategy planning lack of brand service platform is not perfect, brand lax supervision, support for high tea is not strong, poor brand protection, brand promotion and ineffective.Finally, local governments improve Anxi County Suggestions Anxitieguanyin area of brand building, brand development plan to work for the government, expanding the brand chain, leading brand development direction; strengthen brand service platform, full development and utilization of human resources, to broaden the credit channel build electronic business platform, improve regional brand support system; strengthen brand supervision, to avoid market failure, combat counterfeiting, to maintain good market order; support key business development, professional development of cooperative norms and accelerate the pace of listed companies to provide brand development potential; clear brand equity, emphasis on regional brands registered, and to prevent trademark degradation, strengthen brand protection efforts; innovation and brand promotion, differentiated marketing campaigns, increase brand awareness and other measures to actively guide Tieguanyin regional brand development, and brand expansion and earnings sustainable, and ultimately regional economic development.