摘要
“永顺莓茶”作为永顺县新确立的区域公用品牌,具有深厚的发展潜力和强劲的发展势头,也面临着基础薄弱、力量分散、管理滞后等问题。本文通过SWOT研究方法,系统分析了“永顺莓茶”区域公用品牌自身的优势和劣势,以及内外部环境为其发展带来的机遇与威胁,提出“五统一”品牌发展策略,为推动当地莓茶产业发展提供决策参考。
As a newly established regional public brand in Yongshun County,"Yongshun Meicha"has profound development potential and strong development momentum,but also faces problems such as weak foundation,scattered strength and lagging management.Through SWOT research method,this paper systematically analyzes the advantages and disadvantages of yongshun Meicha regional public brand,as well as the opportunities and threats brought by internal and external environment for its development,and puts forward the brand development strategy of"Five unity",which provides decision-making reference for promoting the development of local industry.
作者
赵野
马姝岑
向阳
李启胜
禹利君
ZHAO Ye;MA Shucen;XIANG Yang;LI Qisheng;YU Lijun(Agricultural Mechanization Center,MARA,Beijing 100021,China;Agricultural and Rural Bureau of Yongshun County,Xiangxi 416799,China;Department of Tea Science,College of Horticulture and Landscape,Hunan Agricultural University,Changsha 410128,China)
出处
《茶叶通讯》
2022年第4期551-555,共5页
Journal of Tea Communication
基金
国家重点研发计划(2018YFC1604403)
湖南省科技重点研发项目(2017NK2180)
国家现代农业产业技术体系(CARS-19)。
