Research On The Construction And Protection Of Public Tea Brands In Wanzhou District

Wanzhou District has a long history of tea planting,superior climate conditions,convenient transportation conditions and good tea industry foundation,all of which have laid the foundation for the construction of public brand in Wanzhou District tea area.In recent years,the demand of consumers for quality and brand has gradually increased,and the increase of overall tea production has brought more and more pressure to sales,which makes it more difficult for some tea enterprises to sell their products.In this context,Wanzhou District officially registered the tea regional public brand "three Gorges Tian Cong" in 2018,and the establishment of "three Gorges Tian Cong" regional public brand ended the era of no tea regional public brand in Wanzhou District.Objectives Before,Wanzhou district tea regional public brand is in the initial stage,its main hit China Gaoxia Yunjian tea,managed by Wanzhou district diversified management technology promotion station.In2019,the third International Tea Expo held a special conference on "three Gorges Tian Cong ",which made the tea regional public brands in Wanzhou District go to the national market.In general,the regional public brand of "Three Gorges Tian Cong" tea in Wanzhou District needs to be strengthened in the aspects of regional public brand construction,management and maintenance.This paper investigates the tea producers and consumers in Wanzhou district's understanding of tea regional public brands by issuing questionnaires.It is found that the tea regional public brands in Wanzhou district have uneven tea quality,weak willingness to use tea,insufficient government propaganda,lack of leading enterprises,unsatisfactory sales,low brand awareness,and poor awareness of protection of regional public brands.After analyzing the problems and causes of public brand construction and protection in Wanzhou district,this paper puts forward the corresponding improvement measures combined with domestic successful cases and local actual situation.First,it is necessary to consolidate the foundation of regional public brands by promoting the standardization of tea production processes,expanding the scale of tea plantations and cultivating leading enterprises;second,it is necessary to enhance the competitiveness of regional publicbrands through attracting talents,increasing investment,expanding sales channels and diversified development;third,it is necessary to maintain regional public brands through high standards and strict requirements,encouraging enterprises to build sub-brands under regional public brands,regular publicity and so on.