The Pubic Brand Building Of Maofeng In Yandang Region

With the in-depth development of the industrialization of agriculture and the continuousimplementation of agricultural brand strategy, the common shared regional brand of agricultural productsare playing more and more important roles. Due to the dispersion of tea companies and farmers, the teaindustry, which stands for specific regional endowment of agricultural products, needs to share thebeneficiary of common shared regional brand.Research on agricultural products, as well as the common shared regional tea brand, is mainly seenin professional journals. By summonsing the progressive logical sequence of agricultural brand, regionalagricultural brand and common shared regional tea brand, this paper proposes that most current researchare focused on the analysis of the status of the common shared regional brand and its universalsignificance, while it is more meaningful to illustrate the practical importance and propose strategicsuggestion of regional brand based on the specific regional industry of agriculture including the teaindustry.This paper selects the tea of MaoFeng of Yandang as the sample due to the following reasons. Firstly,the author is familiar with the research target based on work experience. Secondly, the tea of MaoFengof Yandang, which stands for the common shared regional tea brand of Wenzhou, is undergoing rapiddevelopment and industrial expansion, which could provide more illustrative methodology to the teaindustry in other areas of China in the same phase of development even to other agricultural industries.Using the CARD model from Agriculture Brand Research Center of Zhejiang University, we firstlyevaluate the public brand value of the tea region, and then focus on the analysis of Maofeng’s brandvalue in Yandang area with comparative and empirical research. As the core content of the study,thebenchmark brand of West Lake Longjing tea is chosen for comparison. We commission a professionalresearch institutions to conduct an assessment and give out the quantitative results with3first-level,5second-level and18third-level indicators of regional public brand value. We have a detailed discussionon the five second-level of brand strength as the central part of the technology roadmap, including thebrand driving force, brand resources, brand management, brand communication power and branddevelopment.In the latter part of paper, we think that Maofeng of Yandang as a regional rookie of the high-qualitygreen tea has the unique natural environment and profound tea culture. Further scientific research,accurate positioning and integration of brand resources can significantly enhance the public brandinfluence.Therefore, we give several suggestions from the five aspects of brand positioning, culture,quality management, effectiveness and market operation, as a reference for local governments andinterested parties to promote the healthy development of the regional tea industry and industrialization ofagriculture, as well as the increase of farmers’ income and economic and social development of the ruralarea.