安徽省知名茶叶区域品牌建设与路径研究  

Study on the Construction Path of Regional Famous Tea Brands in Anhui Province

作　　者：郑小玲[1] 彭子纯 ZHENG Xiao-ling;PENG Zi-chun(School of Economics,Anhui University,Hefei Anhui 230601)

机构地区：[1]安徽大学经济学院,安徽合肥230601

出　　处：《巢湖学院学报》2021年第5期80-85,117,共7页Journal of Chaohu University

基　　金：安徽高校人文社科研究重点项目(项目编号:SK2020A0050)。

摘　　要：伴随着全球茶叶市场竞争日益激烈,安徽省知名茶叶区域品牌存在的问题越发凸显,如品牌建设意识淡薄、茶叶企业品牌竞争力较弱、公用品牌“搭便车”现象严重等。文章结合安徽省知名茶叶区域品牌建设中存在的问题,针对性提出以下四点优化路径:基于地理标志的独特品质优势,构建茶叶区域品牌的质量标准;构建龙头企业为核心的茶叶区域品牌,形成品牌集群效应;完善科技服务体系,促进茶叶产业链生产智能化;借助信息共享和文旅融合,赋能区域品牌生态建设。With the increasingly fierce competition in the global tea market,the problems of regional famous tea brands in Anhui Province are becoming more and more prominent,such as weak awareness of brand construction,weak brand competitiveness of tea enterprises,and too much use of communal brands.Based on the problems existing in the construction of regional famous tea brands in Anhui Province,this paper puts forward the following four optimization paths:building the quality standard of regional tea brands based on the unique geographical quality advantages;building a regional tea brand with leading enterprises as the core,so as to create a brand cluster effect;improving the science and technology service system to promote the smart production in the tea industry chain;promoting the construction of regional brand ecology with the help of information sharing and the tea industry′s integration with culture and tourism.

关 键 词：茶叶 区域品牌 优化路径 

分 类 号：F127[经济管理—世界经济]