贵州省都匀毛尖品牌转型升级研究  

Study on the Transformation and Upgrading of Duyun Maojian tea Brand of Guizhou Province

作　　者：罗以洪[1] 陈涛[2] 

机构地区：[1]贵州省社会科学院,贵州贵阳550001 [2]贵州师范大学,贵州贵阳550001

出　　处：《中国茶叶加工》2016年第4期60-65,共6页China Tea Processing

基　　金：贵州省科技厅软科学研究项目(黔科合R字[2015]LSK2016);贵州师范大学博士科研启动项目(社科博[2013]15)

摘　　要：茶产业是贵州省委、政府提出重点打造的特色优势产业之一。作为"国十大名茶"之一的区域性公用茶品牌"都匀毛尖",其品牌价值不断提升,品牌影响力不断增强,茶园种植规模不断扩大,但以"都匀毛尖"为代表的贵州黔南州茶产业综合实力与国内其他茶知名品牌相比仍有较大差距。通过对"都匀毛尖"茶产业发展现状及存在问题探讨,提出都匀毛尖茶品牌转型升级策略。研究认为,都匀毛尖品牌的提升应以综合提高品牌竞争力为主线,从基地建设、市场建设、茶质量安全几个方面的转型着手,从产业结构的优化调整和转型升级做文章,大力发展茶产业作为贵州省黔南州经济发展的支柱型产业,将都匀毛尖发展成为引领"黔茶出山"的典范及推动黔南州生态经济发展的重要引擎。Tea industry is one of the featured industries that draws the attention of Guizhou government. DuyunMaojian is one of the “ten famous Chinese tea brands”, with rising brand value, growing brand influence andexpanding, tea planting scale. However, “Duyun Maojian tea”,as the representative of the tea industry in GuizhouQiannan Prefecture, lags behind other domestic tea brands in comrehensive strength. Through the study of the presentsituation and the existing problems of its development, this paper put forward that “Duyun Maojian”needstransformation and upgrading in tea brand. Study showed that the promotion of Duyun Maojian brand should focus onthe improvement of competitiveness. Starting from base and market construction, tea quality and safetytransformation, the tea industry should optimize industrial structure and transformation and make it a pillar industryin Qiannan, leading local tea brands to go out and promote the development of ecological economy in Guizhou.

关 键 词：都匀毛尖 品牌战略 产业转型升级 中国十大名茶 

分 类 号：F326.12[经济管理—产业经济]