Study On The Evolution Path Of Tea Regional Brand Ecosystem

Tea is one of the three major beverages of which is very popular production in the worldwide,is a very popular product.The development of tea began in the Qin and Han Dynasties,it has experienced several thousand years of development.Tea is agricultural,who owns shortages of quality concealment,asymmetric information.A brand for quality information and protection is required.As the regional characteristics,the tea regional brand of market recognition is more than corporate brand,the beneficiary groups widely,therefore,the development of the tea regional brand of tea enterprises,farmers and local government are very important,in the fierce competitive environment.However,there are some problems such as the main body of brand management,the weak brand image,the lack of brand effect,imperfect supervision system,the lack of government guidance and brand public strategic planning.The development of Chinese tea to the tea regional brand dependence is larger,if the problem cannot be solved,it will become the main factors that limit development of Chinese tea.Brand ecology is the frontier theory of brand research,emphasize the systemic and dynamic of brand and research on brand development law of the whole.Tea regional brand construction development is a complicated systematic project,for the study of tea regional brand the root cause of the current problems,this article choose brand ecosystem theory,from the evolution of the tea regional brand ecosystem to explore the law of development of the tea regional brand,provide the basis for the development of the tea regional brand.There is no agreement on the concept of tea regional brand in the current academic circles.This paper defines the tea regional brand firstly,analyzes the tea regional brand development in present situation,clear the development of the tea regional brand meaning.Then on the basis of the brand ecosystem theory,respectively from the Angle of biological metaphor and the perspective of brand relationship to build the tea regional brand ecosystem structure,and select the relationship with the brand perspective analysis of system structure to define the tea regional brand ecosystem.Then,basedon the research status of the tea regional brand ecosystem evolution and conditions corresponds to the qualitative research.This paper choose grounded theory which the most recognised and the most scientific method of qualitative research.Follow the spirit of the grounded theory,from the original objective data collected at the beginning,be collected 247 pieces of informations,through continued analysis and comparison of the data,defined the 126 concepts and discover 12 categorys.Through three stages of coding,it is concluded three main categories: “the structure of ecosystem tends to be complex and advanced”,“the brand connotation be expanded gradually”,“the sustainable function of the development mechanism of the ecosystem,and the mechanism be upgrade”.There is a core category: "around the brand,spiral upgrade",which is the tea regional brand ecosystem evolution path.In this paper,the research achievements of tea regional brand ecosystem evolution path under a logical framework for rendering,completed the tea regional brand ecosystem the recurrence of the evolutionary process.Finally,from the evolution of the tea regional brand ecosystem,take some revelations to the government,tea enterprise and tea association.According to the tea regional brand connotation be expanded and the evolution of structure of tea regional brand ecosystem,take some suggestions to the government,tea enterprise and tea association.