政府视角下安溪铁观音区域品牌建设研究

Research on Regional Brand Construction of Anxi Tieguanyin from the Perspective of Government

本文在安溪铁观音品牌价值下降的背景下,分析了安溪铁观音品牌建设中存在着茶叶农药残留以及媒体误导性报道、茶叶信息不对称等问题,然后提出了从政府视角下提高安溪铁观音品牌价值的政策建议,指出地方政府应该强化茶叶质量安全监管,加强区域品牌建设与维护,完善区域品牌建设金融支持体系。

Under the background of the decline of anxi tieguanyin brand value, this paper analyzes the problems in brand construction of anxi tieguanyin, such as tea pesticide residues and misleading information which the media reported, information asymmetry of tea. Then policy advices are put forward from the perspective of government to improve the brand value of anxi tieguanyin. This paper points out that the local government should strengthen the supervision to quality safety of tea, strengthen regional brand construction and improve financial support system in the construction of regional brand.