从广东凉茶看区域产业品牌的区域性突破

Location breakthrough for Location Industry branding from the case of Guangdong herbal tea

区域产业品牌一般由“区域地理名称”和“产业名称”结合而成，其主要来源是地理标志产品的广泛市场认知和现代产业的聚集。区域产业品牌由于其与生俱来的区域性特色，在发展的过程中就难免会碰到市场狭小、发展空间不足等瓶颈问题，阻碍了区域产业品牌往区域外拓展。为了改变这一困境，很多区域品牌都尝试着将市场拓展到全国，这方面做得最成功的当属广州凉茶。它从一个地域特色明显的区域品牌成长为一个跨域品牌，广东凉茶的成功经验对其他区域产业品牌的发展有一定的借鉴意义。笔者通过深入解读广东凉茶在区域性突破中独特的发展特色发现：区域特色过于浓厚的产业要走向全国就必须淡化区域色彩，结合产品功能寻找通用诉求，即使再强势的个体品牌主导外拓期，也要特别注意区域产业品牌伞的作用，同时在区域性突破实现之后，行业协会将发挥重要的作用。

Location industry brands are generally composed of geographic and industrial names ,which are mainly driven by broad market acceptance of Geographical Indication Products （GIP） as well as modem industrial cluster. Location industry brands are always unavoidably plagued with the small market, deficient market space and such problems in the development because of the inherent regional characteristics, which causes it＇s hard for location industry brands to prolongate outside the location. In order to deal with the trouble, many location industry brands attempt to prolongate their market nationwide, Guangdong herbal tea is the most successful case. Guangdong herbal tea, now a multi-locational brand developing from one with dominant regional features ,has made a good example for other location industry brands. The author deeply analyze the unique characteristics in the location breakthrough of the Guangdong herbal tea and find that if one industry with dense local characteristics want to become nationwide, local characteristics must be desalted and they should look for general appeal by combining with product function .Umbrella brand＇ effect need to be paid more attention even though the strongest single brand is dominating the prolongation, meanwhile, trade association will have great influence after the achievement of the local breakthrough.