Research On The Construction Of The Public Brand "Three Gorges Tiancong" In Wanzhou Tea Area

A strong regional public brand can not only integrate industrial resources,but also effectively promote the degree of organization of agricultural industrialization,and form economies of scale.Through the cooperative operation of the government and enterprises,the regional public brand will have many influences on the regional products.Whether it is to enhance the market competitiveness,or to standardize the behavior of producers,or to create local gold card will promote the development of local economy.Therefore,the development of regional public brand is of great significance to the local industry.The birth of three gorges tiancong public brand,the end of WanZhou no tea public brand history.At the same time,as the only public brand of tea in WanZhou,the construction of three gorges tiancong will become the focus of the development of tea industry in WanZhou.Relevant information was obtained by visiting the main tea enterprises in WanZhou,the agriculture and rural affairs committee of the NPC,the diversified operation technology promotion stations,supermarkets and tea sales stores in WanZhou district.Then the author learned that the three gorges tiancong public brand is still in the initial stage of cultivation,all aspects are still in the exploration stage.Its current brand construction shows the following problems: first,the lack of brand cultural connotation;Second,the promotion means is insufficient brand publicity effect is poor;Third,the brand construction policy support strength is insufficient;Fourth,brand effect and product separation;Fifth,the brand construction standardization degree is low.In view of the difficulties in the construction of public brand of tiancong in the three gorges area,the author draws on the experience of anhua black tea and anji white tea.There are mainly anwar dark tea industry standardization process;Anwar black tea in the network media publicity;Leading enterprises in the brand construction of the driving role.And anji white tea trademark certification rights;Development experience of "double trademark" mode;How does the government guide the public brand construction At the same time,combined with the actual situation of the development of WanZhou tea industry,the government will be the main body of the three gorges tiancong public brand construction,the enterprise will be the carrier.Then from the perspective of the government and the enterprise,the brand building direction of the three gorges tiancong is proposed.That is,the government needs to position the brand personality of the three gorges tiancong in line with the requirements of The Times;Increase support to maintain the vitality of brand promotion;Further improve the "dual trademark mode";Strengthen brand protection.At the same time from the direction of WanZhou tea enterprises put forward: strengthen the tea enterprises responsible for the brand awareness;Improve the sales network unified brand and products;Carry out college cooperation to form a brand operation team;Extend the brand industrial chain to improve the brand awareness of three gorges tiancong.