基于SWOT条件下潇湘茶区域公共品牌建设策略

Public Brand Construction Strategy of Xiaoxiang Tea Area Based on SWOT Condition

大湘西地区茶叶资源丰富,茶叶产业在大湘西地区社会经济发展中有着不可替代的地位,但湘西地区的茶叶品牌建设一直相对落后,有好茶却没有大的茶叶品牌已成为大湘西地区茶叶发展的主要问题。本文以湖南省全新成立的"潇湘茶"区域公共品牌为研究对象,通过SWOT的研究方法,着重分析其品牌的自身优势与劣势,以及外界环境对它发展可能的机遇与威胁,并对其品牌发展策略提出建议。

The western Hunan region is rich in tea resources. The tea industry has an irreplaceable position in the social and economic development of the western Hunan region. However, the tea brand construction in Xiangxi has been relatively backward. There is no good tea but no big tea brand has become the tea development in the western region of Guangxi. The main problem. This paper takes the newly established "Xiangxiang Tea" regional public brand in Hunan Province as the research object. Through the SWOT research method, it focuses on analyzing its own advantages and disadvantages, as well as the possible opportunities and threats to the development of the external environment, and its brand. Development strategy.