Study On Cultivation Mechanism And Construction Approaches Of Regional Tea Brands In Shimen County

The Shimen County of Hunan Province is located at the border of Hunan and Hubei Province.It is a national ecological demonstration county,and is generally acknowledged as the best domestic production area of ecological tea and organic tea.Farmers in Shimen County have loved and planted tea since ancient times.Tea industry has become the traditional,dominant and livelihood industry in Shimen County.It is also a green industry reflecting ecological civilization and harmonious development between human beings and nature.The construction of regional tea brands will lead to greater market competitiveness and the improvement in the profitability of the tea industry as well as tea farmers' income.However,in the case of Shimen County,problems such as the lack of top-level design and advanced technological support as well as ineffective brand promotion still remain unsolved.Under the background of the strategy of Rural Vitalization,this paper,by examining the cultivation mechanism and construction approaches of regional tea brands in Shimen County,attempted to serve as a decision reference in promotion of regional tea brands,as well as to help the development of regional economy,the improvement in agriculture profitability,the increase in farmers' income,and the prosperity of rural areas in Shimen County.This paper takes regional tea brands in Shimen County as an example,using literature data,theoretical analysis,field inspection,SWOT analysis and case analysis to conduct research on the cultivation mechanism and construction approaches of regional tea brands in Shimen County.According to the study of the Endogenous Growth Theory,Brand Marketing Theory,Regional Brand Construction Theory and the Agriculture Vitalization Theory,namely quality orientation,green farming and brand promotion,it probes into the cultivation mechanism for regional tea brands from three subjects(government sectors,industry association and tea companies)by the investigation on the current situation in Shimen County and the case study on the brand construction of Guzhang Maojian Tea and Baojing Golden Tea.Then,this paper puts forward general ideas,strategy orientation,construction goals and approaches with policy advices,and suggests that the construction of regional tea brands in Shimen county should focus on precise brand positioning and the brand images establishing,upholding high quality standards to promote market competitiveness,supporting excellent enterprises to foster strong brands carriers,innovating marketing methods to expand the sales markets,strengthening brand publicity to promote the industrial convergence of tea and traveling,insisting on the approaches of branding,standardizing,cooperating,marketing and industrializing.