地理标志视域下徽茶的保护与发展——以霍山黄芽为例

Promoting Anhui Teas with Geographical Indication——A Case Study on Huoshan Yellow Bud Tea

徽茶不乏佳品,而如霍山黄芽等区域内知名徽茶却未能广销于地域之外。地理标志制度对商品品牌建设起着重要作用。目前,为适用地理标志制度保护模式,突破效益瓶颈,霍山黄芽仍面临管理模式重叠冗杂、生产标准参差不一、滥用地理标志标识、茶商保护意识不强、优质茶叶利用不足等困局。应通过统一相关制度、规范生产标准、严控产品等级、提高茶商意识、加强户企合作等措施予以应对。

Among the numerous high-quality teas in Anhui,the Huoshan yellow bud tea is well-known locally but hardly marketed outside the region.Making a commercial product a local specialty is an effective means of brand building.In fact,Huoshan County has taken the approach by authorizing designation to its yellow bud tea with the“Geographical Indication”as intellectual property to promote as well as to protect the merchandise.However,since the program is still in its early development stage,events that hindered a more successful result do exist.Difficulties like the overlapping and complicated management,inconsistency in production and product standards,fraud and misuses of the designation labeling,low awareness of the program by producers and merchants,and a lack of effective marketing plan.These shortages could be tackled by an improved system built on well-thought-out regulations,specifications for production standard,strict control of product grade,the improvement of tea merchant consciousness,as well as a highly engaged local community.