茶业品牌经营问题及对策研究

Problems in brand management of tea industry and the countermeasures

从品牌关系视角出发,对中国茶业实施品牌经营所面临问题进行深入分析,提出走品牌经营道路,提升中国茶业竞争实力的战略对策:(1)创新技术,坚实茶业品质基础;(2)建设区域品牌,实现品牌阶梯发展战略;(3)充实茶叶经营主体实力,推动品牌战略与资本运营紧密结合;(4)培育品牌意识,提升茶叶企业品牌经营水平;(5)强化政府扶持作用,改善品牌茶业生存环境。

This article proceeds from brand relationship perspective,the author analyzes the problems and obstacles to the enforcement of brand management in Chinese tea industry thoroughly.A strategy of brand management is proposed to enhance the competitive ability of Chinese tea industry.First,insist on technology innovation and basis of tea quality.Second,construct regional brands and to achieve brand ladder development strategy.Third,enrich strengths of main tea operaters and promote the brand strategy and capital operation combined closely.Fourth,cultivate brand consciousness and enhance brand management level of tea corporate.Finally,strengthen the government support to improve the environment for the brand tea industry.