基于品牌整合理论的安康富硒茶品牌管理对策研究

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英文篇名：Research on Brand Management Strategy of Ankang Selenium-enriched Tea Based on Brand Integration Theory 作者：陈绪敖 ; 唐德剑 ; 祁蒙 英文作者：CHEN Xu-ao;TANG De-jian;QI Meng;South Shaanxi Ecological and Economic Research Center, Ankang University;Ankang Research and Development Center for Selenium-enriched Products; 关键词：品牌整合 ; 安康富硒茶 ; 茶叶区域品牌 ; 品牌管理 英文关键词：Brand integration;;Ankang selenium-enriched tea;;Regional tea brand;;Brand management 中文刊名：JXNY 英文刊名：Acta Agriculturae Jiangxi 机构：安康学院陕南生态经济研究中心;安康市富硒产品研发中心; 出版日期：2019-07-15 出版单位：江西农业学报 年：2019 期：v.31 基金：中国富硒产业研究院富硒专项研发计划项目“安康富硒区域品牌:形成机理、效应及提升策略研究”(2018FXZX04-09) 语种：中文; 页：JXNY201907023 页数：6 CN：07 ISSN：36-1124/S 分类号：142-147

摘要

在借鉴相关茶产区茶叶品牌整合成功模式的基础上,分析了安康富硒茶品牌整合现状及存在问题,提出了系统性做好品牌整合的顶层设计、形成统一思想认识,建立健全品牌整合工作机制、理顺部门关系,明确品牌整合主体责任、持续推进品牌建设,夯实产业基础、加大市场监管力度,推进产学研合作、凝聚品牌建设专家团队,抓住一带一路发展机遇、实施走出去战略等对策与建议,以期为安康富硒茶产业品牌整合建设和发展提供借鉴。
        Based on the successful model of tea brand integration in tea-producing areas, this paper investigates and analyses the current situation and existing problems of brand integration of Ankang selenium-enriched tea. The following countermeasures and suggestions were proposed: systematically completing the top-level design of brand integration, forming an unified ideological understanding, establishing and perfecting the working mechanism of brand integration, straightening out the relationship among various departments, defining the main responsibility of brand integration, persistently promoting the brand construction, tamping the industrial foundation, strengthening the market supervision, boosting the industry-university-research cooperation, uniting the expert team of brand building, grasping the opportunities of "One Belt, One Road" strategy, and implementing the "going out" strategy. These can provide a reference for the brand building and the development of Ankang selenium-enriched tea industry.

引文

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