贵州主要茶叶区域公用品牌价值的评估及其发展对策  

Evaluation and Development Countermeasures of Main Tea Regional Public Brand Value in Guizhou

作　　者：张圆 董治军 曹雨[1] 段学艺 胡华健 王家伦 ZHANG Yuan;DONG Zhijun;CAO Yu;DUAN Xueyi;HU Huajian;WANG Jialun(Tea Institute,Guizhou Academy of Agricultural Sciences,Guiyang,Guizhou 550006;Wuchuan Bureau of Agriculture and Rural Affairs,Wuchuan,Guizhou 564300,China)

机构地区：[1]贵州省农业科学院茶叶研究所,贵州贵阳550006 [2]贵州省务川仡佬族苗族自治县农业农村局,贵州务川564300

出　　处：《贵州农业科学》2020年第11期134-139,共6页Guizhou Agricultural Sciences

基　　金：中国国家标准化管理委员会农业标准化专项(NBFW-16-2018);农业农村部现代农业产业技术体系(CARS-19)。

摘　　要：茶叶区域公用品牌是由特定地域的茶产业集群和产品类别等形成,其所有权属于区域内相关的行业协会等组织,区域内获准授权者才能共用、共建和共享的农产品区域公用品牌;贵州省大力扶持茶叶区域公用品牌,力争将其打造成市场强势品牌,用品牌效应吸引分散的企业和实现产业聚合,使其增值增效并发展成为强大产业。为贵州省茶产业的持续健康发展提供科学依据,从品牌价值的总体表现和4个品牌价值的全国排名评估贵州茶叶主要区域公用品牌的价值,指出其特色不突出、茶园及茶叶加工标准化水平不高和茶文化的保护力度低等存在的问题,提出推广黔茶系列品种、打造贵州绿茶区域公用品牌和严格质量安全管理等发展对策。Tea regional public brand is a co-use,co-construction and co-share agricultural regional public brand,which is formed of tea industrial clusters and product categories in specific region,its ownership belongs to relevant industrial associations and other organizations within the region and can be used by authorizing in the region.Guizhou supports tea regional public brand vigorously to build it to market strong brand,using brand effect attracts the scattered enterprises and realizes integrated industry,so as to improve value and efficiency and develop stronger industry.In order to provide the scientific basis for sustainable and health development of tea industry in Guizhou,the main tea regional public brand value in Guizhou is evaluated from the total performance of brand value and national rank of four brand value,the existing problems of non-outstanding characteristics,low standardization level of tea plantation and tea processing and low protection of tea culture are pointed out,the development countermeasures such as promoting the varieties of Qiancha tea series,building regional public brand of Guizhou green tea and strictly managing quality and safety are proposed as well.

关 键 词：茶叶 区域公用品牌 品牌价值 贵州 

分 类 号：S571.1[农业科学—茶叶生产加工] F326.12[农业科学—作物学]