Researches On The Construction And Management Of Brand 'West Lake Dragon Well '

West Lake Dragon well because of its excellent tea quality and traditional handicraft production of world famous.The increasingly competitive market economy,only by the excellent tea quality can not meet the needs of the consumers,the brand has become the important basis of broad consumer reference.So the "west lake dragon tea" brand construction and management of the research is important and practical problem.By government,industry associations,research institutes,tea farmers,such as the years of effort,has made certain achievements in many ways,but still exist some deficiencies,needs to be strengthened.From the aspects of tea culture,"west lalke dragon tea" has a long history and has a profound cultural background.While in the process of brand construction and management has never stopped the mining and use of tea culture connotation,but not deep enough.In the aspect of tea culture connotation or a tea folk culture mining shortfall problems such as lack of tea culture,tea packaging design elements.In the use of tea culture connotation in the tea culture and tourism image is not high and the cultural construction needs to be spent to strengthen.From the aspects of the regulatory system,"west lake dragon tea" brand is the hangzhou city industrial and commercial department,the west lake scenic area committee and other government departments for supervision center,hangzhou west lake dragon tea management association,etc on the supervision of the industry association,tea production,processing and marketing practitioners self-policing is a body comprehensive regulatory model.But in the process of regulation system needs to be perfect,the problem of insufficient execution.Needs to improve system embodied in the macro file only,the lack of "west lake dragon tea" brand construction and management of the pertinent documents,there is pressure on execution.Lack of execution in anti-counterfeiting efforts to strengthen the supervision of,brands.From the point of propaganda,there exists a propaganda way lack of innovation,ignored the influence of the media,the Internet.Event publicity has quick speed,short period of time to achieve the effect of propaganda way can't be fully utilized,and one more card caused problems such as wasting of resources.In terms of quality improvement of tea,there are two problems that have to be solved.According to the above problem,this article from the perspective of brand construction and management,a lot of reading of chinese-foreign language literature,on this basis,simultaneously in the field of investigation and study,from tea farmers and tea merchants in order to obtain first-hand information,put forward the "west lake dragon tea"brand building and management of targeted countermeasures.In terms of tea culture,dig,the use of "the west lake dragon tea culture connotation,strengthening the combination of tea culture tourism and other related industries,extends the industrial chain,promote the construction of cultural image,so as to promote the development of the tea brand.In terms of regulation,improve the system of market supervision,to strengthen fiscal input,blow,to do a good job of brand integration,reduce yi pin card to produce more waste of resources.In terms of publicity,promote leading "west lake dragon tea" brand,by studying the case of "Lipton tea" brand publicity,using a populist propaganda way.And use the event promotion to a short period of time to achieve the effect of propaganda way,"west lake dragon tea" brand visibility-Increase at the same time,offline experiential projects,such as orientation of the media publicity of the media attention in high platform on the "soft article",introduce the information such as the west lake dragon culture,health care,improved propaganda,enlarge the propaganda.In terms of improving quality,want to walk the road of green agricultural products and to further optimize the structure of "west lake dragon" varieties,guarantee the quality of the"west lake dragon",this is the "west lake dragon" brand construction and management of the core.