On The Path Of Lichuanhong Public Brand Construction Under The Background Of Rural Revitalization

It is the only way to promote the development of tea industry and the important way for Chinese tea industry to participate in the international competition.At present,the country revitalization proposed by the state is an important opportunity for the revitalization of China's tea industry.As a new black tea brand,"Lichuanhong",its success starts from an accidental opportunity,and the further development and expansion of the brand need to be further studied and discussed.On the basis of summarizing the basic theories and practices of regional public brand construction at home and abroad,this paper first understands the current situation of lichuanhong brand development by means of three-dimensional research,and clarifies the production organization form and main production body of lichuanhong through face-to-face interviews with local county,township government agencies,major tea enterprises,industry associations and farmers' families.The basic situation and brand building of the enterprise.Then,the statistical analysis of the survey results is carried out to clarify the development status of each production subject in the process of "Lichuanhong" public brand construction,the shortcomings of each participating government,enterprise and tea farmers as well as the lack of coordination between them,and find out the main obstacles restricting the further development of the brand.Finally,according to the basic requirements of Rural Revitalization in China,this paper puts forward different improvement measures for the three main participants to promote the brand construction of "Lichuanhong" to promote the "development of agriculture,rural areas and farmers" in rural areas of Hubei Province.The government should play a leading role in helping enterprises and tea associations to build a fair and just platform and help enterprises and tea associations to promote the development of public brands;enterprises should strengthen product brand awareness,make bigger and stronger brands,make full use of online marketing mode and expand sales channels;tea planting and tea picking farmers should establish brand awareness and regard the production of green and safe tea as a living life line.In this way,the three main participants unite and work together to form a joint force to strengthen the "Lichuanhong" public brand and provide high-quality development of tea industry in rural areas of Hubei Province.