Research On Regional Public Brand Construction Of Xiangyang High Aroma Tea

Xiangyang has a long history of tea production and profound Tea culture,which is suitable for the development of Xiangyang’s high flavor tea industry.If you want to transform the advantages of Xiangyang’s high flavor tea industry into brand advantages,you need to continue to promote the public brand construction of Xiangyang’s high flavor tea region.Since 2009,Xiangyang City has begun to plan to build a public brand of Xiangyang high flavor tea.In recent years,the CPC Xiangyang Municipal Committee and the Xiangyang Municipal People’s Government have vigorously implemented the dual brand strategy of "public brand+enterprise brand",unifying all tea enterprise brands in Xiangyang to the public brand of Xiangyang high flavor tea area,unifying processing,packaging,standards and publicity.In the process of brand building,Xiangyang high fragrant tea has won many honors.In 2019,it was listed as one of the top 100 national regional public brands by the Ministry of Agriculture and Rural Affairs,and in 2021,it was included in the list of China EU Protected Geographical Indication agreements;However,the brand awareness of Xiangyang High Aroma Tea is still very low.Therefore,it is necessary to continuously promote the construction of public brands in the Xiangyang High Aroma Tea region,drive the high-quality development of the Xiangyang High Aroma Tea industry,and achieve the goals of increasing tea farmers’ income and expanding tea enterprises.Based on the brand positioning theory,brand image theory,and agricultural industry cluster theory,this paper systematically studies the brand construction of Xiangyang Gaoxiang Tea from the development status and operation management of the public brand of Xiangyang Gaoxiang Tea area by using participatory observation,semi-structured interview,and Case study methods.The first part is the introduction,which combs the research background,research purpose and research significance of Xiangyang high flavor tea regional public brand,expounds the current situation of brand development at home and abroad,and introduces the research methods,Technology roadmap and innovations of this paper;The second part defines the concepts of regional brands,agricultural product regional public brands,and tea regional public brands,and introduces the theoretical basis of this article;The third part is the development status of public brands in the Xiangyang High Aroma Tea region;The fourth part is the operation and management of public brands in the Xiangyang High Aroma Tea region;The fifth part delves into the successful experience of brand construction of West Lake Longjing and Chibi Qingbrick tea;The sixth part is about the existing problems and countermeasures for the construction of public brands in the Xiangyang High Aroma Tea region,proposing to cultivate leading enterprises and leverage cluster effects;Take various measures to promote brand building;Standardize Brand management and protect brand image;Refine target groups and identify brand positioning accurately;Strengthening the talent team and reserving talent resources;The seventh part is the research conclusion and outlook,summarizing the research conclusion of this article,and making prospects for the subsequent research on the construction of public brands in the Xiangyang High Aroma Tea region.