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Title: Research on Regional Brand-Building of Characteristic Agricultural Products——The Case of “Anji White Tea”
Source: International Conference on Engineering and Business Management 2012(Part 2 Enterprise Operation and Management（2）) (pp 884-887)
Author(s): Qianlan He, Qiuzhen School, Huzhou Teachers College, Huzhou, China, 313000
Yongfeng Cao, Business School, Huzhou Teachers College, Huzhou, China, 313000
Abstract: Regional brand-building of characteristic agricultural products has become an important means to manage and promote. Implementation of characteristic agricultural products' regional brand strategy is an important guarantee for a product to achieve market value, and the transformation of traditional agriculture to modern agriculture in an effective way. This article will analyze the regional brand building success of “Anji white tea” ,then sum up his mature experience and enlightenment ,like rich connotation of the brand; to enhance brand awareness and brand marketing; build a scientific management system of regional brand and clear the main brand building, and so on.
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