The Geographical Indications Brand Management Research Of Anji White Tea

The geographical indications brand building of Anji white tea plays a great role in promoting the development of white tea industry and it has large significance to promote the sustainable development of white tea industry. This study based on the investigations carried out on the present situation of Anji white tea brand building, Combined with tea geographical indications brand construction and management situation of Zhejiang and Fujian, Comprehensive use of contrast and comparison analysis, SWOT analysis, brand management performance evaluation method, analyze the current situation of famous brand management of the status quo in Zhejiang and Fujian. Select representative West Lake Longjing, the Da hong pao, Anxi tieguanyin object. The comparative analysis of the similarities and differences of the three tea geographical indication on brand management, and based on analysis of the strengths, weaknesses, opportunities and threats of of geographical indications brand management, the Geographical Indications brand management performance given specific evaluation. The results showed that (1) the main brand management mode of the representative tea have differences between different provinces and different tea brand;(2) the advantage of Anji white tea geographical indications brands management lies in the alliance between cultural activities and emerging industries, but it’s disadvantage lies in the management lack of balance of interests mechanism, brand marketing is lagging behind, and the management is obviously inadequate.(3) The opportunities facing brand management of Anji white tea geographical indications is from effective brand building management and hospital-enterprise cooperation, policy support, but also facing challenge fake and shoddy products and external tea brand;(4) Anji white tea geographical indications brand management performance score of3.75, most of the indicators operation the better-performing, but also a small part of the index score show a downward trend, it should be timely adjusts the brand operation strategy. Therefore, in order to effectively promote Anji white tea geographical indications brand management, this study suggests that,(1) the Anji white tea geographical indications brand management should be standardized "mother and trademark management model;(2) It should strengthen the brand marketing to better promote the implementation of the strategy of the big brands the Anji white tea geographical indications protection of brand management;(3)To build a strong corporate brand to grow the size of white tea brand:(4) Change brand management model innovation to continue to enhance its brand competitiveness.