基于福鼎白茶经验的区域公用品牌构建模式研究
The Study on the Building of Regional Public Brand Based on the Experience of Fuding White Tea
王建文1
作者信息
- 1. 河北师范大学,河北 石家庄 050024
- 折叠
摘要
福鼎白茶是最近几年最成功、也最具代表性的区域公用品牌之一.从品牌创建伊始,在组织层面就理顺了政府、协会、企业等各方关系,明确了品牌主体;在战略层面基于产业优势,确定了聚焦白茶品类、打造白茶代表性品牌的方向;在执行层面建立了完善的品牌保障体系,明确了品牌成长路径和品牌打造方法,并按照品牌成长的规律进行了持续性的品牌投入.
Abstract
Fuding White tea is one of the most successful and representative regional public brands in recent years.At the organizational level,it straightens out the relationships between the government,associations,enterprises and other parties,and defines the main body of brand management since the creation of the brand;at the strategic level,based on the industrial advantages,it focuses on the category of White tea and builds the direction of the representative brand of White tea;at the executive level,it establishes a perfect brand guarantee system and a way of brand-building,and carries out a sustained brand investment in accordance with the law of brand growth.
关键词
福鼎白茶/区域公用品牌/品牌构建/品牌战略Key words
white tea/regional public brand/brand-building/brand strategy引用本文复制引用
基金项目
河北省社会科学发展研究课题(2022)(20220347)
出版年
2024
NETL
NSTL
万方数据