【摘要】：區(qū)域品牌是區(qū)域經(jīng)濟(jì)發(fā)展到一定階段的產(chǎn)物,是在一個(gè)特定的地理區(qū)域內(nèi),以當(dāng)?shù)卣疄橹鲗?dǎo),以區(qū)域內(nèi)企業(yè)為主體,以產(chǎn)業(yè)集群為載體,共同創(chuàng)建、維護(hù)集體品牌,以提升區(qū)域品牌競(jìng)爭(zhēng)力,促進(jìn)區(qū)域經(jīng)濟(jì)社會(huì)發(fā)展的戰(zhàn)略。在這個(gè)戰(zhàn)略中,地方政府發(fā)揮著至關(guān)重要的作用,是其他利益相關(guān)者所不可替代的,這既是區(qū)域品牌公共產(chǎn)品屬性決定的,同時(shí)也是地方政府經(jīng)濟(jì)轉(zhuǎn)型升級(jí)的有效途徑。 安溪是全國(guó)茶葉品牌建設(shè)的代表地區(qū),自2000年,安溪成功注冊(cè)“安溪鐵觀音”地理標(biāo)志證明商標(biāo)以來(lái),安溪鐵觀音被越來(lái)越多的人們所知曉,品牌價(jià)值逐漸提高,2014年,品牌價(jià)值超56億元,品牌傳播力名列“全國(guó)重點(diǎn)產(chǎn)茶縣”首位。 本文選取在福建乃至全國(guó)茶葉品牌中具有重要地位和意義的安溪鐵觀音區(qū)域品牌。首先闡述了國(guó)內(nèi)外區(qū)域品牌建設(shè)中地方政府作為研究現(xiàn)狀,接著運(yùn)用公共管理學(xué)理論,分析了地方政府開(kāi)展區(qū)域品牌建設(shè)的理論基礎(chǔ),指出區(qū)域品牌的“公共屬性”和“市場(chǎng)失靈”兩方面說(shuō)明政府參與區(qū)域品牌建設(shè)的必要性,同時(shí),根據(jù)不同階段政府發(fā)揮不用作用,界定地方政府角色定位,指出地方政府在區(qū)域品牌建設(shè)中的作為體現(xiàn)。隨后結(jié)合實(shí)地調(diào)查研究,總結(jié)安溪鐵觀音區(qū)域品牌的發(fā)展概況,詳細(xì)歸納安溪鐵觀音區(qū)域品牌建設(shè)中地方政府主要作為,并分析安溪鐵觀音區(qū)域品牌建設(shè)中地方政府存在的主要問(wèn)題—品牌戰(zhàn)略規(guī)劃不足、品牌服務(wù)平臺(tái)不健全、品牌監(jiān)管不嚴(yán)、對(duì)茶企扶持力度不強(qiáng)、品牌保護(hù)不佳、品牌宣傳不力等。最后提出安溪縣地方政府完善安溪鐵觀音區(qū)域品牌建設(shè)的對(duì)策建議,政府要做足品牌發(fā)展規(guī)劃,拓展品牌產(chǎn)業(yè)鏈,引領(lǐng)品牌發(fā)展方向；加強(qiáng)品牌服務(wù)平臺(tái)建設(shè),充分開(kāi)發(fā)利用人力資源,拓寬信貸渠道,搭建電商平臺(tái),健全區(qū)域品牌支撐體系；加強(qiáng)品牌監(jiān)管,規(guī)避市場(chǎng)失靈,打擊假冒偽劣,維護(hù)良好市場(chǎng)秩序；扶持骨干企業(yè)發(fā)展,規(guī)范專(zhuān)業(yè)合作社發(fā)展,加快企業(yè)上市步伐,提供品牌發(fā)展后勁；明確品牌產(chǎn)權(quán),重視區(qū)域品牌注冊(cè)使用,防止商標(biāo)退化,加強(qiáng)品牌保護(hù)力度；創(chuàng)新品牌宣傳推廣,進(jìn)行差異化營(yíng)銷(xiāo)宣傳,提高品牌知名度等對(duì)策,來(lái)積極引導(dǎo)鐵觀音區(qū)域品牌的發(fā)展,實(shí)現(xiàn)品牌擴(kuò)張和收益,最終實(shí)現(xiàn)區(qū)域經(jīng)濟(jì)可持續(xù)發(fā)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.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F326.12;D630

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