茶业品牌经营问题及对策研究.pdfVIP

( ) ( ) 福建农林大学学报 哲学社会科学版 , 2010, 13 1 : 48 - 52 Journal of Fuj ian Agriculture and Forestry University (Philosophy and Social Sciences) 茶业品牌经营问题及对策研究 谢 向 英 ( ) 福建农林大学经济与管理学院,福建 福州 350002 [摘要 ]　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 。 [关键词 ]　茶业 ;品牌关系;品牌经营 [中图分类号 ]　F325. 2 　　　[文献标识码 ]　A　　　[文章编号 ](2010) Problem s in brand managem en t of tea industry and the coun term ea sures X IE Xiangying (College of Econom ics and M anagem en t, Fuj ian A g ricu ltu re and Forestry Un iversity, Fuzhou, Fuj ian 350002, Ch ina) Abstract: This article p roceeds from brand relation ship p ersp ective, the author analyzes the p rob lem s and ob stacles to the enforcement of brand management in Chinese tea indu stry thoroughly. A strategy of brand management is p ropo sed to enhance the comp etitive ab ility of Chinese tea indu stry. First, in sist on technology innovation and basis of tea quality. Second, con struct regional brands and to achieve brand ladder development strategy. Third, enrich strength s of main tea op eraters and p romote the brand strategy and cap ital op eration combined clo sely. Fourth, cu ltivate brand con sciou sness and enhance brand management level of tea corporate. Finally, strengthen the government support to imp rove the environm