Study On Influencing Factors And Countermeasures Of Green Tea Brand Construction In Wuping County

At present,the Chinese government attaches great importance to the construction of agricultural product brands.In 2018,the No.1Document of the Central Committee emphasized the implementation of the industrial Xingcun County action,the implementation of standardized production,the cultivation of agricultural product brands,the protection of geographical indication agricultural products,and the development of one village,one product and one county.New pattern.As a characteristic advantage industry in Fujian Province,the development of the tea industry,especially the cultivation and construction of brand tea has become the focus and direction of the future development of the tea industry in Fujian Province.In 2018,Fujian Province issued the "Green Development Quality Eight Tea Measures"(referred to as "Tea Eight Articles"),and proposed to take effective measures to promote the high-quality development of the tea industry and continuously enhance the influence of the tea brand.Wuping Green Tea has been known as the Chaozhou,Mei,Ting and other Hakka areas with the "sweet flavor and sweetness" and was once a tribute to the court.In 2009,“Wuping Green Tea” has been officially approved by the Trademark Office of the State Administration forIndustry and Commerce to register the geographical indication certification mark.It is the first geographical indication product in Wuping County to be protected.At present,green tea has become an important pillar industry in Wuping County.By 2018,the county's tea garden covers an area of 22,448 mu,with a tea production of 2,883 tons and a total output value of 235 million yuan,making it a powerful engine for economic growth in Wuping County.However,the current development of Wuping green tea also has problems such as low tea quality,inadequate brand protection mechanism,unreasonable brand positioning,and inadequate quality and safety supervision.These problems affect and restrict Wuping green tea to “quantity” to “quality”.The transformation.This paper will take Wuping green tea regional public brand as the research object,analyze the status quo and problems of Wuping green tea brand building;use the analytic hierarchy index system to build rules to establish evaluation index system,construct judgment matrix,conduct normalization and consistency test,The weights of the factors influencing the construction of Wuping green tea brand were calculated and ranked.The logistic binary regression analysis method was used to test the influencing factors of Wuping green tea brand construction.Finally,according to the influencing factors of the development of Wuping green tea brand,the countermeasures are proposed from the aspects of teaquality,brand geographical protection,brand positioning,quality and safety supervision.