【作者】 谢向英；

【Author】 Xie Xiang-ying (College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou 350002)

【机构】 福建农林大学经济与管理学院；

【摘要】 中国茶业发展必须摈弃传统小农经营方式,契合市场特性实现现代运营模式。基于此,发掘茶业品牌经营意义,探寻以品牌为切入,实现中国茶业"软实力"提升不失为推动中国茶业转型升级的重要路径。本文从实际出发,通过对中国茶业实施品牌经营所面临问题与障碍因素的深入分析,提出走品牌经营道路,提升中国茶业竞争实力的战略对策,以期为中国茶业再度辉煌提供绵薄之力。更多还原

【Abstract】 The tea industry of China must discard the operation mode of conventional farming. Instead it should achieve modern operation mode in line with the characteristics of the market economy. Therefore it is vital for Chinese tea industry to study the significance of brand management. With proper brand management strategy, the "soft strength" of Chinese tea industry could be improved, which, in the end, will push forward the modernization of the whole industry. In this thesis, the author analyzes the problems and obstacles to the enforcement of brand management in Chinese tea industry. A strategy of brand management is proposed to enhance the competitive ability of Chinese tea industry.更多还原