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安溪铁观音区域品牌建设中地方政府作为研究

发布时间:2019-01-09 11:41  文章来源:笔耕文化传播
【摘要】:区域品牌是区域经济发展到一定阶段的产物,是在一个特定的地理区域内,以当地政府为主导,以区域内企业为主体,以产业集群为载体,共同创建、维护集体品牌,以提升区域品牌竞争力,促进区域经济社会发展的战略。在这个战略中,地方政府发挥着至关重要的作用,是其他利益相关者所不可替代的,这既是区域品牌公共产品属性决定的,同时也是地方政府经济转型升级的有效途径。 安溪是全国茶叶品牌建设的代表地区,自2000年,安溪成功注册“安溪铁观音”地理标志证明商标以来,安溪铁观音被越来越多的人们所知晓,品牌价值逐渐提高,2014年,品牌价值超56亿元,品牌传播力名列“全国重点产茶县”首位。 本文选取在福建乃至全国茶叶品牌中具有重要地位和意义的安溪铁观音区域品牌。首先阐述了国内外区域品牌建设中地方政府作为研究现状,接着运用公共管理学理论,分析了地方政府开展区域品牌建设的理论基础,指出区域品牌的“公共属性”和“市场失灵”两方面说明政府参与区域品牌建设的必要性,同时,根据不同阶段政府发挥不用作用,界定地方政府角色定位,指出地方政府在区域品牌建设中的作为体现。随后结合实地调查研究,总结安溪铁观音区域品牌的发展概况,详细归纳安溪铁观音区域品牌建设中地方政府主要作为,并分析安溪铁观音区域品牌建设中地方政府存在的主要问题—品牌战略规划不足、品牌服务平台不健全、品牌监管不严、对茶企扶持力度不强、品牌保护不佳、品牌宣传不力等。最后提出安溪县地方政府完善安溪铁观音区域品牌建设的对策建议,政府要做足品牌发展规划,拓展品牌产业链,引领品牌发展方向;加强品牌服务平台建设,充分开发利用人力资源,拓宽信贷渠道,搭建电商平台,健全区域品牌支撑体系;加强品牌监管,规避市场失灵,打击假冒伪劣,维护良好市场秩序;扶持骨干企业发展,规范专业合作社发展,加快企业上市步伐,提供品牌发展后劲;明确品牌产权,重视区域品牌注册使用,防止商标退化,加强品牌保护力度;创新品牌宣传推广,进行差异化营销宣传,提高品牌知名度等对策,来积极引导铁观音区域品牌的发展,实现品牌扩张和收益,最终实现区域经济可持续发展。
[Abstract]:Regional brand is the product of regional economic development to a certain stage, is in a specific geographical region, with the local government as the leading, enterprises in the region as the main body, industrial clusters as the carrier to jointly create and maintain collective brands. In order to enhance regional brand competitiveness, promote regional economic and social development strategy. In this strategy, local government plays a vital role and is irreplaceable by other stakeholders, which is not only determined by the attribute of regional brand public goods, but also an effective way for local government to transform and upgrade its economy. Anxi is the representative area of tea brand construction in China. Since Anxi successfully registered the "Anxi Tieguanyin Tea" geographical indication certification trademark in 2000, Anxi Tieguanyin Tea has been known by more and more people, and the brand value has gradually increased. In 2014, Brand value of more than 5.6 billion yuan, brand communication power ranked "key tea production county" first. This paper selects Anxi Tieguanyin Tea regional brand which has important position and significance in Fujian and even the whole country. Firstly, this paper expounds the current situation of local governments in the construction of regional brands at home and abroad, and then analyzes the theoretical basis of regional brand building by local governments by using the theory of public management. The paper points out that the "public attribute" and "market failure" of regional brand indicate the necessity of government participation in regional brand construction, and define the role of local government according to the different stages of government's role. Pointed out that the local government in the regional brand building as a reflection. Then combined with field investigation and research, summarized the general situation of Anxi Tieguanyin Tea regional brand development, and summed up in detail the main role of local governments in the regional brand construction of Anxi Tieguanyin Tea. It also analyzes the main problems of local governments in Anxi Tieguanyin Tea's regional brand building, such as insufficient brand strategic planning, imperfect brand service platform, weak brand supervision, weak support to tea enterprises, and poor brand protection. Brand propaganda is weak, etc. Finally, the author puts forward the countermeasures and suggestions of the local government of Anxi County to perfect Anxi Tieguanyin Tea's regional brand construction. The government should make a good plan for brand development, expand the brand industry chain, and lead the direction of brand development. Strengthen the construction of brand service platform, fully develop and utilize human resources, widen credit channels, build e-commerce platform, perfect regional brand support system, strengthen brand supervision, avoid market failure, crack down on fake and inferior, and maintain good market order; Supporting the development of backbone enterprises, standardizing the development of professional cooperatives, speeding up the pace of enterprise listing, providing brand development stamina, defining brand property rights, paying attention to regional brand registration and use, preventing trademark degradation and strengthening brand protection; Innovative brand promotion, differential marketing, brand awareness, and other countermeasures to actively guide the development of Tiefan Yin regional brand, achieve brand expansion and income, and ultimately achieve sustainable regional economic development.
【学位授予单位】:福建农林大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F326.12;D630

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