【作者】 林伟平；

【导师】 金桓先；

【作者基本信息】 上海交通大学 ， 农业推广， 2010， 硕士

【副题名】以宁海望海茶品牌为例

【摘要】 进入二十一世纪,农业发展进入一个新阶段,面临新形势。尽管近20年来农业有很大进步,但总体来看,我国农业仍处于从传统农业向现代农业发展的初级和中级阶段,农业基础薄弱,国内农产品数量从不足转为区域性、结构性过剩,卖方市场转为买方市场,农产品质量不高、竞争力不强成为影响农业效益进一步提高的关键制约因素。在这种背景下,推进和实施农产品品牌战略是实现传统农业向现代农业转变的必然趋势和有效手段,是增强国际、国内市场竞争力和提高自身效益的重要途径,也是振兴农业和农村经济最具活力的生长点和重要突破口。因此,发展农产品品牌是农业发展到新阶段的必然要求,是农业在新形势下实现在更高层次上快速发展的必然选择,特别是对我国现阶段农业的发展具有十分重要的意义。九十年代以来,我国农产品在政府的引导下,积极实施农产品品牌战略,农产品品牌强势发展,农业生产者的品牌意识空前提高。突出表现在一大批的农产品得到商标注册,一批农产品品牌成为驰名商标和省级著名商标。这其中茶叶品牌是农业品牌中发展最快的一个产业,茶叶品牌异军突起,成为推动了农业区域经济发展最活跃的因素之一,茶叶产业因此也成为很多区域农业的支柱产业。本文以浙江为主要研究区域,以望海茶品牌战略为实证,对茶叶品牌战略进行了系统研究。本文首先回顾了茶叶品牌建设的相关理论,分析了农产品品牌内涵,指出目前农产品品牌发展主要有两种模式:即区域品牌模式和商品品牌模式,分析了农产品区域品牌和商品品牌的内涵,以及两者的关系,进而重点分析了农产品区域品牌的特性。同时从茶叶的属性上和生产主体上分析茶叶仍然属于农产品的范畴,以此将研究引入茶叶品牌的发展研究,进而分析了茶叶品牌战略的必要性。然后,分析了茶叶品牌发展的现状,对茶叶品牌战略的两种形式即茶叶区域品牌和商品品牌的优劣势进行了分析,指出区域品牌是目前茶叶品牌发展的主要形式,对形成茶叶区域品牌的客观因素进行了分析,并详细分析了茶叶区域品牌发展过程中存在的共性问题。随后,本文对宁海望海茶品牌产业化发展进行详细的实证研究,详细研究了望海茶以品牌为纽带,区域品牌运行龙头企业为品牌战略的实施主体,通过授权形成企业集群效应,建立加工中心和包装中心对广大茶农分散生产的茶叶质量进行统一管理的“金字塔”型产业化发展模式。十年品牌战略成效明显,望海茶知名度迅速提高,成为首届浙江省十大名茶,生产规模从1个场200亩,茶叶产出从1999年的3222万元提高到2009年的1.7亿元,品牌竞争力明显增强,品牌所带动的经济效益十分显著。望海茶产业化发展模式对其他茶叶品牌的发展具有很强的现实意义。最后,本文对茶叶区域品牌建设提出具体对策,提出了确立茶叶区域品牌的发展方向,明确茶叶区域品牌的建设主体,建立完善的茶叶区域品牌的质量标准体系,建立严格的茶叶区域品牌授权机制以及实现茶叶区域品牌从政府行为向市场行为过渡等五个方面的茶叶区域品牌建设途径和对策措施,其中详细分析了主体建设中政府、行业协会、农业企业、农户是茶叶区域品牌建设的最基本的四个建设主体及其所发挥的作用,同时指出只有四个主体形成协同作用,区域品牌才能有效发展,并提出了茶叶品牌建设今后努力的方向。更多还原

【Abstract】 In the 21st century , the development of agriculture has entered into a new phase. Though agriculture makes a great progress in the past 20 years, agricultural in our country is still in a preliminary stage that develop from traditional agriculture to modern agriculture, agriculture lacks base, agricultural product quantity changed from shortage to regional and structural excess, buyers market changed into sellersmarket, low quality and competitive power has became the key factor that restrict the increase of agricultural product benefit. Under this background, agricultural brand development has become an inevitable trend and effective mean to realize modern agriculture, an important way to strengthen market competition and increase benefit, it is also a breakthrough point to vitalize agriculture. Accordingly, agricultural brand development is an inevitable requirement in the new stage of agricultural development, an inevitable choice to develop faster, and it has great significance to agricultural in our country at present. Since 1990s, agricultural in our country guided by our government has implemented tea brand strategy, agricultural brand has developed fast, agricultural growers’have strengthened brand consciousness. It shows that lots of agricultural product get trademark registration and some has become well-known trademark or provincial famous trademark. Tea brand develops fastest among them in recent years, it become a dark horse and the most active factor of impelling agricultural regional economy development, so tea industry slao becomes pillar industry of many regional agricultural.This paper systematically studies the tea brand strategy by a case study of Wanghai Tea brand strategy in Zhe Jiang.Firstly, this paper reviews the related theories of tea brand building and analyses the connotation of agricultural brand. Then it points out that regional brand and commodity brand are the two main models of agricultural brand development, and it analyses the connotation of them and relationship between them. More over, it analyses the characteristics of agriculture products’commodity brand and the necessity of tea brand strategy.Secondly, this article analyses the current situation of tea brand. It compares tea regional brand with commodity brand and points out that regional brand is the main form of tea brand developing. After that, we analyse the objective factors influencing tea brand developing and the problems of regional tea brand developing.Thirdly, we study the development process and model of Wanghai tea brand. In NingHai, tea industry leading enterprises form enterprise cluster effect by authorization. They build machining centers and packaging centers and manage the dispersive tea growers by unified management. The effect is obvious, because the popularity of Wanghai tea lifted rapidly, it became one of the most famous tea in ZheJiang, the production scale, yield and brand competitiveness incresed obviously. Wanghai tea brand development model has important significance to other tea brands.In conclusion, we put forward concrete countermeasures to regional tea brand building as follows: establishing developing direction of regional tea brand development, crystallizing the main parts of regional tea brand building, building a perfect quality standard system and strict authorization mechanism of regional tea brand, and realizing a transition of the management from the government to the market. Further more, we point out that government, trade association, agricultural enterprises and farmers are the main body of regional tea brand building, and put forward the striving direction of tea brand building.更多还原