| Chaling County of Zhuzhou City, Hunan Province, is located on the border between Hunan Province and Jiangxi Province. It is an underdeveloped area in middle south of China with a typical character of the red revolutionary base areas, also a mountainous poor county which produces a variety of local agricultural produces."Millennium national drink, started in Chaling". Chaling was named after tea. It forged the bond with tea at the beginning of the human civilization. It is not only the "Ancestral hometown of tea", but also the cradle of tea culture. It is the earliest place of tea cultivation and utilization with the longest history in the tea industry. With the national policy of active rural construction in the background, this paper, through the studies of regional tea brand development in Chaling County, can provide some reference for the development of local agricultural products in economically underdeveloped areas in China’s central and western regions, especially in poor areas in western Hunan province.In this paper, through the research and study of related theories in regional brands, regional agricultural brands and regional brand building, also through analysis of the development history, current situation and strength, etc. of the tea industry in Chaling County, existing problems in regional tea brand development in Chaling County were summarised and appropriate suggestions proposed. The paper took an approach in combining case analysis and literature review and, through detailed analysis and reference of the development history and current status of two regional brands, Xinyang Maojian and Anji White, came to the conclusion that in the process of regional tea brand development in Chaling County, work should be done to enhance the brand awareness of the regional business entities, give full play to the role of government in the development of regional tea brands, fully develop and strengthen the dominant position of tea enterprises, perfect the regional tea brand culture and actively mobilise the service management role of tea industry associations. Overall, regional tea brand building in Chaling County requires the full collaboration among local governments, tea enterprises, tea industry associations, tea cooperatives and tea farmers to form a strong market force in order to win a larger market and make more far-reaching influences. |
