地理标志：安溪铁观音的品牌推进与产业升级
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摘要
我国是茶叶的发祥地,有着悠久的种茶、制茶和饮茶历史,茶已经成为国饮。国内名茶比比皆是,如安溪铁观音、武夷岩茶和云南普洱荼等。这些名茶都属于国家地理标志产品,与原产地域有着密不可分的关系,在市场上具有较高的知名度和美誉度,深受消费者的青昧。
作为地理标志产品的安溪铁观音产于福建安溪,是乌龙茶中的极品,这与安溪得天独厚的人文地理环境息息相关。经过最近几年的发展,安溪铁观音品牌建设取得了一定的成果,在茶叶市场中具有较强的竞争力,并通过安溪铁观音品牌的辐射效应促进了安溪茶产业的发展。然而安溪铁观音品牌却很难再上一个台阶,品牌发展遇到不少瓶颈,严重影响了安溪铁观音产业的全面发展。安溪铁观音品牌推进与产业升级迫在眉睫。
地理标志是指表示某商品来源于某地区,该商品的特定质量、信誉或其他特征,主要由该地区的自然因素和人文因素所决定的标志。它是安溪铁观音品牌推进的宝贵资源,是支撑安溪铁观音产业升级的核心支柱。
本文正是通过地理标志角度入手来研究安溪铁观音品牌推进和产业升级问题。第一部分,笔者对安溪铁观音的品牌发展态势进行了分析。概述了安溪铁观音原产地的地理和人文环境,评价了安溪铁观音发展品牌的基础。在调研和文献分析的基础上,总结了安溪铁观音品牌发展的瓶颈有:地理标志(品牌)意识薄弱、管理模式落后、质量标准执行不力、品牌推广缺乏策划、销售市场混乱和产业化程度不高等。第二部分,笔者通过比较分析国内其他地理标志产品:云南普洱茶和武夷岩茶的品牌经营来总结地理标志产品品牌的发展规律,为安溪铁观音的品牌推进和产业升级提供借鉴。第三部分,笔者仔细地分析地理标志之于安溪铁观音的价值和意义,对地理标志的作用进行了考量。同时,还对地理标志及相关概念进行了阐述。第四部分,在前面分析的基础上,提出了基于地理标志的安溪铁观音品牌推进策略。认为安溪铁观音品牌推进必须首先建立安溪铁观音品质管理模式,其内容包括以质量标准化为基础的准入制度建设、“四位一体”质量管理模式、构建多方监控机制和加强茶叶科技因子导入等,从根本上保证了安溪铁观音的品质,为品牌推进打下了坚实的基础。其次,提出对安溪铁观音地理标志进行品牌理念、品牌视觉、品牌行为的CI导入,从而进一步塑造安溪铁观音品牌形象。在安溪铁观音质量和形象完善后,笔者提出立足地理标志的品牌推广策略,内容包括组建推广团队、推广资金运作机制、以地理标志为核心的整合营销和地理标志特许经营扩张等。最后,笔者认为地理标志维护工作是安溪铁观音品牌建设的重要环节。应明确维护主体、加强法律保护以及创新维护手段和机制来保证安溪铁观音地理标志不受侵害并最终实现品牌推进。第五部分,笔者提出了必须以地理标志为依托实现安溪铁观音产业升级的观点,认为安溪铁观音产业升级应走打造基于地理标志的区域品牌,通过品牌延伸功能构筑茶产业链并发挥集聚效应促成产业集聚,从而最终实现产业升级的路径。同时针对安溪铁观音产业升级路径提出了若干保障性对策,包括调整和优化产业结构、提高产业科技水平、完善茶产业服务体系、构建两岸乌龙茶战略联盟等。
本文采用实地调研和文献分析的方法获取安溪铁观音品牌的相关材料。利用比较分析法总结了国内其他地理标志产品品牌经营状况。运用品牌经营学、市场营销学、产业经济学和法学等相关理论知识对安溪铁观音品牌推进与产业升级进行研究。
As a cradle of tea, China has a long history of planting, making and drinking tea, the state drink. Famous teas can be found everywhere in China, for instance, Anxi-tieguanyin, Wuyi-yancha and Yunnan-pu'er etc. Having intimate relationship with their birthplaces, these teas are products of national geographic symbol enjoying renowned fame and reputation, and are greatly favoured by customers.
As a national geographic symbol, Anxi-tieguanyin taking its root in Anxi of Fujian, is of the highest grade of oolong, and this has a lot to do with Anxi's human geography environment. With recent years of development, the construction of the brand of Anxi-tieguanyin has made certain achievements , possessing strong competitive strength, and has accelerated the development of Anxi tea industry with the radiation effect of the brand. However, for Anxi-tieguanyin, a further step is yet hard to reach, and the development of the brand has encountered many bottlenecks which have enormously effected the comprehensive development of Anxi-tieguanyin industry. The advancement of Anxi-tieguanyin and the upgrade of the industry are extremely urgent.
Geographic symbol refers to the representation of the origin of a certain commodity, by whose nature and human factors, the certain quality, prestige or other characteristics of this commodity are mainly determined. It is the precious wealth to the advancement of the brand of Anxi-tieguanyin, and also the core pillar for the upgrade of Anxi-tieguanyin industry.
It is from the angle of geographic symbol that this article carries out the research on the advancement of the brand of Anxi-tieguanyin and the upgrade of the industry. In Part I, the author gives an analysis of the development trend of Anxi-tieguanyin, summarizes the geographic and human environment of its place of origin, and evaluates the base for the development of the brand. On research and analysis of documents, bottlenecks in the development of Anxi-tieguanyin are then presented, such as the weak consciousness of geographic symbol (brand) , draggling managements, under performance of quality standard, plan lacking for the popularization of the brand, disorder of the market and under industrialization etc. In Part II, by comparative analysis on other domestic geographic symbol products, the brands of Yunnan-pu'er and Wuyi-yancha, the author summarizes the development rule for geographic symbol products, providing references for the advancement of the brand of Anxi-tieguanyin and upgrade of the industry. In Part III, the author carefully analyzes the value and significance of geographic symbol having for Anxi-tieguanyin, considers over the affects generated by geographic symbol, and at the sametime expatiates on concepts relating geographic symbol. In Part IV, advancing strategies based on geographic symbol of the brand of Anxi-tieguanyin are raised on former analysis, considering that in order to advance the brand of Anxi-tieguanyin, quality management should be built first with its contents include the construction of quality-standard-based permission system, "4-in-1" quality management mode, construction of multi-supervision system and the strengthening of the introduction of tea science and technology etc; , which fundamentally guarantee the quality of Anxi-tieguanyin and thus promise a firm base for the advancement of the brand. Then, the introduction of CI including MI, BI, VI of the geographic symbol of the brand of Anxi-tieguanyin is provided for further construction of the brand image of Anxi-tieguanyin. With the perfection of the quality and image of Anxi-tieguanyin, the author brings forward strategies for popularization based on geographic symbol, including the formation of promotion team, the popularization of fund operation system , geographic-symbol-centred integrated marketing and expansion via franchise of geographic symbol etc. In conclusion, the author holds the opinion that the preservasion of the brand of Anxi-tieguanyin constitutes the most important part. Clear preserving bodies as well as the strengthening of protections via the law and creative means and systems are needed to guarantee the safety of the geographic symbol of Anxi-tieguanyin and finally realise the advancement of the brand. In Part V, the author give birth to the opinion that the realization of upgrade of the Anxi-tieguanyin industry should be based on the geographic symbol, the upgrade should forge geographic symbol based regional brand, build a tea industry chain via the function of brand extension and develope agglomerative effect to promote industrial agglomeration, which in turn result in the realizaiton of the upgrade of the industry. At the sametime, several safeguard countermeasures against the upgrade route of Anxi-tieguanyin industry are provided including adjustment and optimization of industry structure, improvement of scientific technological level of industry, perfection of industry service system, and the construction of the cross-strait allience of oolong industry etc.
This article acquires materials relating the brand of Anxi-tieguanyin by adopting field researches and document analysis. It also summarizes the operation status of other domestic geographic symbols with the method of comparative analysis, and conducts the research on the advancement of the brand of Anxi-tieguanyin and upgrade of the industry by applying relating theories and knowledge of Brand Management, Marketing, Industrial Economics and Law.
作为地理标志产品的安溪铁观音产于福建安溪,是乌龙茶中的极品,这与安溪得天独厚的人文地理环境息息相关。经过最近几年的发展,安溪铁观音品牌建设取得了一定的成果,在茶叶市场中具有较强的竞争力,并通过安溪铁观音品牌的辐射效应促进了安溪茶产业的发展。然而安溪铁观音品牌却很难再上一个台阶,品牌发展遇到不少瓶颈,严重影响了安溪铁观音产业的全面发展。安溪铁观音品牌推进与产业升级迫在眉睫。
地理标志是指表示某商品来源于某地区,该商品的特定质量、信誉或其他特征,主要由该地区的自然因素和人文因素所决定的标志。它是安溪铁观音品牌推进的宝贵资源,是支撑安溪铁观音产业升级的核心支柱。
本文正是通过地理标志角度入手来研究安溪铁观音品牌推进和产业升级问题。第一部分,笔者对安溪铁观音的品牌发展态势进行了分析。概述了安溪铁观音原产地的地理和人文环境,评价了安溪铁观音发展品牌的基础。在调研和文献分析的基础上,总结了安溪铁观音品牌发展的瓶颈有:地理标志(品牌)意识薄弱、管理模式落后、质量标准执行不力、品牌推广缺乏策划、销售市场混乱和产业化程度不高等。第二部分,笔者通过比较分析国内其他地理标志产品:云南普洱茶和武夷岩茶的品牌经营来总结地理标志产品品牌的发展规律,为安溪铁观音的品牌推进和产业升级提供借鉴。第三部分,笔者仔细地分析地理标志之于安溪铁观音的价值和意义,对地理标志的作用进行了考量。同时,还对地理标志及相关概念进行了阐述。第四部分,在前面分析的基础上,提出了基于地理标志的安溪铁观音品牌推进策略。认为安溪铁观音品牌推进必须首先建立安溪铁观音品质管理模式,其内容包括以质量标准化为基础的准入制度建设、“四位一体”质量管理模式、构建多方监控机制和加强茶叶科技因子导入等,从根本上保证了安溪铁观音的品质,为品牌推进打下了坚实的基础。其次,提出对安溪铁观音地理标志进行品牌理念、品牌视觉、品牌行为的CI导入,从而进一步塑造安溪铁观音品牌形象。在安溪铁观音质量和形象完善后,笔者提出立足地理标志的品牌推广策略,内容包括组建推广团队、推广资金运作机制、以地理标志为核心的整合营销和地理标志特许经营扩张等。最后,笔者认为地理标志维护工作是安溪铁观音品牌建设的重要环节。应明确维护主体、加强法律保护以及创新维护手段和机制来保证安溪铁观音地理标志不受侵害并最终实现品牌推进。第五部分,笔者提出了必须以地理标志为依托实现安溪铁观音产业升级的观点,认为安溪铁观音产业升级应走打造基于地理标志的区域品牌,通过品牌延伸功能构筑茶产业链并发挥集聚效应促成产业集聚,从而最终实现产业升级的路径。同时针对安溪铁观音产业升级路径提出了若干保障性对策,包括调整和优化产业结构、提高产业科技水平、完善茶产业服务体系、构建两岸乌龙茶战略联盟等。
本文采用实地调研和文献分析的方法获取安溪铁观音品牌的相关材料。利用比较分析法总结了国内其他地理标志产品品牌经营状况。运用品牌经营学、市场营销学、产业经济学和法学等相关理论知识对安溪铁观音品牌推进与产业升级进行研究。
As a cradle of tea, China has a long history of planting, making and drinking tea, the state drink. Famous teas can be found everywhere in China, for instance, Anxi-tieguanyin, Wuyi-yancha and Yunnan-pu'er etc. Having intimate relationship with their birthplaces, these teas are products of national geographic symbol enjoying renowned fame and reputation, and are greatly favoured by customers.
As a national geographic symbol, Anxi-tieguanyin taking its root in Anxi of Fujian, is of the highest grade of oolong, and this has a lot to do with Anxi's human geography environment. With recent years of development, the construction of the brand of Anxi-tieguanyin has made certain achievements , possessing strong competitive strength, and has accelerated the development of Anxi tea industry with the radiation effect of the brand. However, for Anxi-tieguanyin, a further step is yet hard to reach, and the development of the brand has encountered many bottlenecks which have enormously effected the comprehensive development of Anxi-tieguanyin industry. The advancement of Anxi-tieguanyin and the upgrade of the industry are extremely urgent.
Geographic symbol refers to the representation of the origin of a certain commodity, by whose nature and human factors, the certain quality, prestige or other characteristics of this commodity are mainly determined. It is the precious wealth to the advancement of the brand of Anxi-tieguanyin, and also the core pillar for the upgrade of Anxi-tieguanyin industry.
It is from the angle of geographic symbol that this article carries out the research on the advancement of the brand of Anxi-tieguanyin and the upgrade of the industry. In Part I, the author gives an analysis of the development trend of Anxi-tieguanyin, summarizes the geographic and human environment of its place of origin, and evaluates the base for the development of the brand. On research and analysis of documents, bottlenecks in the development of Anxi-tieguanyin are then presented, such as the weak consciousness of geographic symbol (brand) , draggling managements, under performance of quality standard, plan lacking for the popularization of the brand, disorder of the market and under industrialization etc. In Part II, by comparative analysis on other domestic geographic symbol products, the brands of Yunnan-pu'er and Wuyi-yancha, the author summarizes the development rule for geographic symbol products, providing references for the advancement of the brand of Anxi-tieguanyin and upgrade of the industry. In Part III, the author carefully analyzes the value and significance of geographic symbol having for Anxi-tieguanyin, considers over the affects generated by geographic symbol, and at the sametime expatiates on concepts relating geographic symbol. In Part IV, advancing strategies based on geographic symbol of the brand of Anxi-tieguanyin are raised on former analysis, considering that in order to advance the brand of Anxi-tieguanyin, quality management should be built first with its contents include the construction of quality-standard-based permission system, "4-in-1" quality management mode, construction of multi-supervision system and the strengthening of the introduction of tea science and technology etc; , which fundamentally guarantee the quality of Anxi-tieguanyin and thus promise a firm base for the advancement of the brand. Then, the introduction of CI including MI, BI, VI of the geographic symbol of the brand of Anxi-tieguanyin is provided for further construction of the brand image of Anxi-tieguanyin. With the perfection of the quality and image of Anxi-tieguanyin, the author brings forward strategies for popularization based on geographic symbol, including the formation of promotion team, the popularization of fund operation system , geographic-symbol-centred integrated marketing and expansion via franchise of geographic symbol etc. In conclusion, the author holds the opinion that the preservasion of the brand of Anxi-tieguanyin constitutes the most important part. Clear preserving bodies as well as the strengthening of protections via the law and creative means and systems are needed to guarantee the safety of the geographic symbol of Anxi-tieguanyin and finally realise the advancement of the brand. In Part V, the author give birth to the opinion that the realization of upgrade of the Anxi-tieguanyin industry should be based on the geographic symbol, the upgrade should forge geographic symbol based regional brand, build a tea industry chain via the function of brand extension and develope agglomerative effect to promote industrial agglomeration, which in turn result in the realizaiton of the upgrade of the industry. At the sametime, several safeguard countermeasures against the upgrade route of Anxi-tieguanyin industry are provided including adjustment and optimization of industry structure, improvement of scientific technological level of industry, perfection of industry service system, and the construction of the cross-strait allience of oolong industry etc.
This article acquires materials relating the brand of Anxi-tieguanyin by adopting field researches and document analysis. It also summarizes the operation status of other domestic geographic symbols with the method of comparative analysis, and conducts the research on the advancement of the brand of Anxi-tieguanyin and upgrade of the industry by applying relating theories and knowledge of Brand Management, Marketing, Industrial Economics and Law.
引文
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