Research Of Regional Brand Construction Of Shengzhou Tea Industry

Tea is one of the important pillar industry in shengzhou economy. At present, problems oftea industry mainly included：structure is unreasonable, tea brand much and disorderly, reputationis not high, market scale is small and low degree of industrialization，Which seriously impact thesustainable development of tea industry and influence the tea farmers to increase production andincomes.This research target on the tea-industry of Sheng Zhou district, the tea industry cluster andregional brand of interactive relationship was analyzed. The empirical analysis and normativeanalysis combined, and the empirical analysis is based on field investigations, background and thecurrent state of this industry was analyzed.SWOT method was introduced to analyze the naturalconditions, variety resources, social and economy conditions for developing tea-industry.Advantages and disadvantages as well as the opportunity and threaten has also been analyzed.With the research of SWOT matrix, strategy of SO(Advantage opportunity)，ST(advantagethreat),WO（disadvantage opportunity）,WT(disadvantage threat) was acquired. Strategy for thesustainable development of tea-industry of Sheng Zhou was pointed out as follows: improve thevariety, Strengthen the base construction; brand Optimization, improving brand awareness;Optimizing environment, to create a better environment for tea process; Optimizing the market, toimprove trade Environment; improving economic benefit; Enhance Service, Improve theorganization of the tea-farmers. Finally, discussesd the future value innovation of regional brand，mainly including accurate brand positioning, activate the cultural factor, resource integrationinnovation, Characteristic brand creation.This research was expected to seek out the bottle neck of the development of tea-industry,and keeping sustainable development of tea-industry, increasing the income of tea-farmers. It isInstructive Significance to the sustainable development of tea-industry and also can be a referenceby other kinds of agriculture of sheng Zhou district and tea-industry of other districts.