Study On Tea Brand Construction In Shangcheng County

With the transformation and upgrading of agricultural development,brand management has gradually become an important way of modern agricultural development,and it is also the only way to obtain long-term competitive advantages in the increasingly fierce competition in the field of agricultural products.Brand building of agricultural products is the core issue of agricultural branding development.More and more enterprises and government departments pay more attention to creating high-quality and well-known agricultural products brands,and consumers are more willing to buy agricultural products with brand guarantee.Brand has become the embodiment of core competitiveness of agricultural products.Shangcheng County of Henan Province as the tea planting big county,for the tea industry development,must put the tea brand construction in the important strategic position,it is only through brand building,brand management,brand development path to the promotion of the competitiveness of the mall tea,promote the healthy and orderly development of the mall,the tea industry,increase the income level of farmers.The research content of this paper is the tea brand construction in Shangcheng County.On the basis of field visit and investigation,relevant data collection and sorting,and relevant theoretical study,literature analysis method,comparative analysis method and survey analysis method are comprehensively applied to study and analyze the tea brand construction in Shangcheng County.Through the field visit and questionnaire survey to understand the Shangcheng County tea brand construction present situation and the main results obtained are found in: the Shangcheng County tea planting area and yield increasing number,tea enterprise and brand is increasing but the lack of the larger enterprises,brand premium effect obviously,brand construction rely on rich natural and cultural resources.In the investigation and analysis of Shangcheng County tea brand building found that the main problems are: less ecological tea garden,tea garden infrastructure is not perfect,leading enterprises,lack of brand awareness,brand lack of cultural reputation,brand marketing publicity is not in place and other issues.By reference and summarize and cultural Lipton tea,Anxi tieguanyin tea,Wenxin tea and other well-known brand creation experience,combined with actual situationof the construction of the mall tea brand,proposed to the construction of ecological tea garden,the improvement of tea garden infrastructure,improve the quality of the tea quality,cultivate leading enterprises,enhance management brand quality and strengthen brand spread of multi-level marketing countermeasures,thus targeted to solve problems in mall tea brand construction,thus promote the tea industry internal benign competition,promote the competitiveness of the industry as a whole,to raise the income level of farmers.The research significance of this paper is not only to find and solve the problems in the process of tea brand construction in Shangcheng County,to promote the better and faster development of tea brand in Shangcheng County,but also to enrich the theoretical research results of agricultural product brand construction and provide reference for other regional agricultural product brand construction.