区域性公共品牌的创建及发展——以浙江茶产业为例

Establishment and Development of Regional Public Brand

以浙江茶产业公共品牌的创建为案例,从产业链角度探讨品牌建设中遇到的障碍。并提出创建一个有效的公共品牌,应该做好4步战略转移:从重视品牌建设环节向重视品牌运营阶段转移;从注重形象包装向注重品牌资产转移;从注重公共品牌的推广向扶持龙头企业品牌转移;从注重文化推广模式向资本引入转移。

Taking the case of the establishment of public brand of Zhejiang tea industry,the obstacles in brand establishment were discussed from the angle of industrial chain.In addition,4 strategic shifts were put forward to establish an effective public brand,namely,first,from paying attention to brand construction to brand operation;second,from attaching importance to image packaging to brand asset;third,from focusing on the popularization of public brand to supporting tap enterprises brand;forth,from attaching im...