Theoretical And Empirical Study On Public Brand Construction In Tea Areas

In the industrialization development model of tea brands,shaping regional public brands is the most commonly used development model in China.The benign development of public brands in the tea area will help solve the oversupply of China’s tea industry,improve the market competitiveness of tea products,and promote the healthy and rapid development of the domestic tea industry.This paper studies the basic characteristics and construction status of public brands in tea area,and uses case analysis,literature analysis and strategic analysis to propose the main experience of public brand building in tea area,and finally combines the construction of “Xiaoxiang Tea” brand in Daxiangxi,Hunan Province.The actual situation puts forward relevant suggestions and countermeasures,in order to provide reference for the construction and development of regional brands of public brands and other agricultural products in the tea area.The main conclusions are as follows:(1)The basic characteristics of public brands in the tea area include: regional uniqueness,user non-exclusiveness,ambiguity of property rights,expanded external benefits,lemon market benefits of “bad goods expelling good products” and broader and sustainable brand benefits.The main body of public brand construction in the tea area mainly includes tea associations,government and leading enterprises.The Tea Association is the communication bridge for the brand.The government is the supporting force for brand development,and the leading enterprises are the leaders in brand development.Tea industry associations,governments and leading enterprises play different roles in the construction of public brands in the tea region,each of which plays its own role and together constitutes an organic whole that complements each other and wins cooperation.(2)The status quo of the construction of public brands in China’s tea regions: Brand construction started late,and the brand form is mainly public brands in tea regions.The development form is based on the tea geographical indications under the legal framework of agricultural products.The trademarks of public brands in the tea area are usually attributed to local industry associations,and their management forms are dominated by industry associations promoted by the government.The degree of development among public brands in China’s tea regions is different,and the brand value is very different.At present,there are still a lot of problems to be solved in the development and construction,such as the “free rider problem” of construction investment,the contradiction between brand sharing and supervision difficulties,and public use.The coordination dilemma between brand and corporate brand.(3)Through the combing of the characteristics of successful tea regional brands at home and abroad,combined with the characteristics of public brands in tea areas and the status quo of the construction of public brands in China’s tea regions,summed up the basic experience of public brand building in tea areas: successful tea regional public brands It requires the concerted efforts of the three major construction entities,scientific planning of the brand,excellent brand promotion and strengthening the cultivation of leading enterprises.(4)Using SWOT analysis method,put forward the following suggestions and countermeasures for the brand building of “Xiaoxiang Tea”: fully exert the role of government,strengthen quality supervision,combine local resources,develop ecological tea brigades,tap the cultural connotation of tea culture,and strengthen brand management.Emphasizing the development of the first-level trademarks,focusing on brand propaganda,tapping the characteristic culture,giving full play to the sense of innovation,opening up new markets,establishing traceability systems,and improving production standards,both online and offline.