福建安溪铁观音茶叶品牌建设探究_精品.doc

厦门大学 硕士学位论文 福建安溪铁观音茶叶品牌建设探究 姓名：林河超 申请学位级别：硕士 专业：工商管理 导教师：林志扬Abstract Anxi County, Quanzhou, which lies in the south of Fujian province, has a long history, a galaxy of talent, and lovely scenery. Long time for tea-producing, favorable environment, really speedy development of the base for young tea planting, and the more and more leading tea enterprises, all will do well for the tea industry in Anxi County. Anxi Tie Guan Yin Tea, which is produced in the advantaged natural regions of Anxi County and has been cultivated by the people in Anxi for three-hundred year or so, has become one of the 10 excellent tea breeds in China，and it is well-known home and abroad. Up till now, for example, people in Anxi pay no much attention to brand establishment; there are only few famous brands for Tie Guan Yin; it is difficult for the tea brands to meet with the needs of tea industry; it is necessary to improve the publicity and management about tea brand, etc., all these problems restrict the tea industry in Anxi from further developing. It is of great importance to bring the strategy about brand establishment into effect to develop the tea industry in Anxi. There are likely some difficulties in establishing famous brand, so we should make some preparations for dealing with these problems. In order to implement the strategy about brand establishment for Anxi Tie Guan Yin Tea, we had better take full advantages of Anxi Tie Guan Yin Tea, other kinds of tea in Anxi, and the name brand effect to push forward the local economy and make the tea industry and other industries concerned in Anxi more competitive, so that the local advantages including resources could be beneficial to the merchandise and economy there. This article is aiming at analyzing something about tea, tea industry and tea brand establishment during the current times. It is necessary to establish brand for Anxi Tie Guan Yin Tea. According to the facts of brand establishment and market orientation of Anxi Ti