| The regional brand from resources is the geographical indication or the group product’s brand supplied by the same regional industry based on the regional resources. It usually takes the form of “area and industry”. It’s both the regional system of brand identity and the common invisible property of relative firms from one area. The better brands will benefit the same industry while the worse ones will do harm to the enterprises of the same industry. Its construction often hitchhikes for its publicity and externality. It’s not enough to encourage firms to assert their brands and all of them eat the higher costs of the worse brands.In recent years, many accidents on regional brands have happened, which indicate its construction is faced with many problems. In order to solve those problems, people need to strengthen the public management, self-discipline, system arrangement and prevent from hitchhiking and external stimulus on account of its publicity and externality.This paper analyzes the problems and some relative strategies by taking the construction of RiZhao Green Tea’s brand as an example. Its history isn’t long and it’s relatively weak. However, it develops fast and has been a famous brand with a larger market. This paper also analyzes the problems and the strategies of the construction of Rizhao Green Tea’s brand. Firstly, we explore its better foundation and future by analyzing the regional resources, tea market and its development. Secondly, we analyze its strengths, weaknesses, opportunities, threats based on SWOT model. It’s turned out that better regional environment, strict industry standard, abundant resources and so on belong to its strengths. Less-educated labors, backward brand management, intense competition, fake and inferior products belong to its weaknesses or threats. Lastly, this paper puts forward different kinds of strategies such as brand positioning, brand capitals and brand promotion by analyzing its problems based on the regional brand life cycle theory. |
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