| As the major tea producing areas of hubei province, Enshi has own the largest planting area, number of practitioners, the tea industry has begun to take shape and become the important way to increase the farmers' income.However, With the deepening of the regional brand strategy, Enshi tea regional brand development gradually revealed many new situation and problems,Tea enterprise brand present a "more, small, mixed, and short" characteristics,the low economic performance, imperfect resource integration, unclear regional brand property right, serious enterprise short-term behavior orientation, low-end vicious competition commonly, the weak leading enterprises driving force, lack of brand integration dynamics, low brand loyalty, weak awareness of dynamic cultivating regional brand, the contradiction in life cyclical phase, etc., greatly restricted the enshi tea industry orderly regional brand cultivation, to some extent hindered the process of local resource advantage to economic advantage, which hold back the sustainable tea farmers' income, therefore, Based on the brand life cycle perspective, penetrates the principal contradiction of each life cycle stage and the interests of the game, has great significance to the enshi tea industry value chain reconstruction and sustainable development.therefore, this study was endowed with important theoretical significance and practical value.Firstly, it will provide a new research perspective for regional brands of agricultural. Combined with regional development theory, theory of industrial competition, brand life cycle theory and game theory, the life-cycle theory and coupled regional brand development, the use of life-cycle theory analysis of regional brand development process of phased contradictions and conflicts of interest, for the poor mountain specialty agriculture regional brand theory provides a new research framework and research perspective.Secondly, it will provide a series of policy Suggestions to adapt to the brand cultivation for enshi stage characteristics of tea regional brand cultivation. By studying issues related to the tea industry in Enshi regional brand development, based on the theory of the life cycle analysis of the status quo in Enshi regional brand development of tea industry, problems, causes and countermeasures, and to foster the characteristics of each stage of the life cycle for the regional brand dialysis brand development in the conflict of interest presented targeted coping strategies combined with the actual situation, not only can provide a reference for policy Enshi regional brand development of tea industry; but will also Wuling Mountain Area and the domestic conditions for other areas with similar characteristics Industry also has a certain significance.Finally, It will provide a realistic difficult method for crack "poverty" problem in abundance. By studying the poor mountain tea industry regional brand development problems, dialysis conflicts of interest in the brand development, put forward reasonable proposals science with the actual situation, to promote the coordinated development of regional brands, enhance the international competitiveness of local agricultural products, the effective realization of regional resources Advantage to Competitive Advantage transformation, but also to find a feasible path for crack "abundance of poverty" problem.In order to thoroughly analyzed the contradictions and conflicts in the process of regional brand cultivation, This paper is going to set out from the life cycle perspective, using the life cycle theory of regional development, comibined industrial economic theory, industry competition theory, brand theory and game theory by means of game analysis tool,using the dynamic analysis, qualitative and quantitative calculation, combined with depth interviews and the method of game theory,using dynamic thinking dialysis to find the main contradiction of regional brand cultivation in various stages of the life cycle,analysis the game behavior orientation of brand cultivation by stages,and make clear the relationship between context and the changing status of each subject.Clear the main body in the regional brand cultivation of the "role" and "division of labor", and put forward the policy suggestions and measures for each stage of the life cycle.The full text is divided into eight sections:The first chapter is the introduction. Clarifing the research background, purpose and meaning, combing the relevant research results at home and abroad, this paper defines several key concepts involved, and proposed research ideas, methods and possible innovation of this paper.The second chapter of the theoretical basis for the construction of this study. In this paper, the regional development theory, industrial economic theory, the theory of industrial competition, brand life cycle theory, game theory and other theories of view, the poor mountainous regional brand development issues analyzed.The third chapter the empirical examines the enshi tea industry in the cultivation of regional brand status. Based on field investigation of primary and secondary data to analysis, descriptive analysis on the current situation of enshi tea industry development, involving the enshi tea industry resources endowment, the condition of tea industrialization scale, brand building situation and government policy support, and deeply analyzes the enshi tea regional brand cultivating outstanding problems that exist in the industry.The fourth chapter is to analyze the mechanism of Enshi regional brand development of tea industry in. First, the power of Enshi regional brand development of tea industry Origin conducted, followed by the main body of the cultivation process analysis, involving the organizers, subsidiary, practitioners and promoters, followed by several basic modes of cultivation compare, and finally, from brand development process, influencing factors, and other aspects of the cultivation structure constructed analytical framework of regional brand development mechanism.The fifth chapter use the gray relational entropy analysis, assessment of Enshi regional brand development of tea industry performance. First, the selection of research methods discussed, followed by selected indicators measure, followed by the initialization sequence, difference sequence, find the difference between the minimum and maximum levels, the difference between calculated correlation coefficients calculated gray relational entropy calculation compares the number of columns of gray relational entropy calculate the entropy of seven steps Hui Guan Contact degree analyzed to calculate the final results were interpreted in economics.The sixth chapter is based on the brand life cycle perspective of Game Theory. Stage of life characterized by cyclical part of the tea industry in Enshi regional brands, mainly analyzes the characteristics of each stage of the highlights and nurture influence the body; Game analysis framework part of the regional brand development, focuses on the relationship between the view of the main body of the game and deal with strategy map; Game analysis section of each regional brand development life cycle stages, respectively, in the past the market life cycle, the market life cycle, after three stages of the life cycle of the market among the relevant subjects discussed game behavior orientation.The seventh chapter describes the results of earlier studies, combined with the tea industry, regional brand development life cycle characteristics, from greater policy support, and explore synergies across the SAR demonstration area, a clear brand development early dominance of the government, and vigorously support leading enterprises, fully exploit the brand culture package of dynamic, targeted policy recommendations.The eighth chapter is the summary and Outlook. Summarized earlier research from five aspects, and for their own inadequacies on the future direction and content of the proposed research are discussed. |
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