Research on Regional Public Brand Construction Strategy and Practice of Yongjia Wuniu Zao Tea

永嘉乌牛早茶区域公共品牌构建策略与实践研究

[Background] In March 2023, “Wuniuzao Tea from Yongjia” was approved as a geographical indication trademark, effectively raising its visibility. [Objective] This research aims to conduct an in-depth analysis of the current development problems of the regional public brand of “Yongjia Wuniuzao Tea” and propose feasible development strategies. [Method] Through the case analysis of well-known regional public brands of agricultural products at ho me and abroad, drawing on their successful experience and combining with the actual situation of “Yongjia Wuniuzao Tea”, this paper puts forward feasible brand building strategies. [Results] Through systematic research, this study makes an in-depth analysis from the development process and construction strategy of regional public brand of Yongjia uniu morning tea. [Conclusion] Through the concerted efforts of many parties, it can not only enhance the market position and economic benefits of Yongjia Wuniu zao tea, but also provide strong support for achieving common prosperity and rural revitalization, and promote the tea industry in Yongjia and even Wenzhou to a new height.

【背景】2023 年3 月，“永嘉乌牛早”获批地理标志证明商标，使得乌牛早茶的知名度得到了有效提升。 【目的】本研究旨在深入分析永嘉乌牛早茶区域公共品牌的现存痛点，提出切实可行的发展策略。 【方法】通过对国内外知名农产品区域公共品牌的案例分析，本文提出切实可行的品牌构建策略。 【结果】通过系统化研究，本研究从品永嘉乌牛早茶区域公共品牌发展历程和构建策略等方面进行了深入分析。 【结论】通过多方协同努力，不仅能提升永嘉乌牛早茶的市场地位和经济效益，还能为实现共同富裕和乡村振兴提供有力支持，推动永嘉乃至温州茶产业迈向新的高度。