我国茶叶行业呼唤著名品牌  

Tea Industry Calls for Famous Brands in China

作　　者：郑国建[1] 石琳[1] 

机构地区：[1]中华全国供销合作总社杭州茶叶研究院,浙江杭州310016

出　　处：《中国茶叶加工》2013年第4期5-7,18,共4页China Tea Processing

摘　　要：我国是世界茶叶生产和消费大国,但茶产业效益较低。品牌可以带来巨大的产品附加值、企业利润、市场机遇、价值链增值和抗风险能力,进而能推进茶叶行业的健康持续发展。在茶叶产品数量极其丰富、种类十分繁杂,而社会和企业诚信度不高的今天,消费者需要依靠品牌来做出选购决策。茶叶行业创建品牌的关键在于:以健康、绿色、生态,人生享受、品质生活、休闲文化,和谐、高雅等内容作为品牌策划和设计的理念;加强从茶叶生产源头开始到销售全过程的产品质量监控,确保产品质量安全;建立自己的诚信机制,全面提升企业诚信度;精心维护品牌形象。China is the world＇s major tea producing and consumption country, but the tea industry efficiency is low. Brand can bring huge added value of products, corporate profits, market opportunity, increment of value chain and anti-risk ability, and therefore can promote the healthy and continuous development of tea industry. Nowadays, as the quantity of tea products is extremely rich, the species are complex, and the trustworthiness of society and enterprise is unsatisfied, consumers also need to rely on the brand to make a decision. The key to creat brand in tea industry has four main points： the first is to use health, green, ecology, enjoy life, quality life, leisure culture, harmony and elegance as the concept for brand planning and design; the second is to strengthen the product quality monitoring during whole process from tea production source to sale, ensuring product quality and safety; the third is to build their own credit mechanism, improving enterprise integrity; the fourth is to maintain the brand image carefully.

关 键 词：茶叶 品牌 策划设计 质量安全 企业诚信 品牌形象 

分 类 号：F426.82[经济管理—产业经济] S571.1[农业科学—茶叶生产加工]