品茶界专一茶范畴的信息分享：wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

“十四五”时期（2021-2025年），面对高品德生长新时期背景，我国茶财产计划延续转型进级，经济生长形式转向高品德生长、茶饮品牌也将迎来首要的计谋机缘期。 为进一步增强我国茶叶品牌市场协作力，进步品牌扶植水平，生长财产物牌经济，助力鞭策茶财产计划优化调剂和高品德生长。 现连系我国茶财产生长和品牌扶植现实，拟定本打算倡议。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

一、“十三五”时期茶叶品牌生长概略wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

“十三五”时期，我国茶财产全体品牌认识延续晋升。 在本地各级当局部分、企业和行业构造的配合尽力下，鼎力实行品牌生长计谋，慢慢构成了以企业为中间、市场为导向、当局鞭策、共建的茶财产物牌生长态势。由社会。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（一）品牌扶植功效wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

停止“十三五”末，我国茶叶牌号注册总数冲破68万件（约占天下有用牌号注册总数的3%），中国驰誉牌号（茶）94件、37个中华老字号（茶叶）天下共有131个茶叶产物取得地舆标记产物掩护，注册地舆标记证明牌号230多个，28个茶叶地舆标记产物当选掩护中欧地舆标记协议清单。 行业现有农业财产化国度级重点龙头企业37家，中国特点农产物上风区22个。 2018年5月，中国茶叶畅通协会与中国品牌扶植增进会结合成立中国茶叶集群品牌同盟，成为行业首个品牌专一办事构造。 同时，各首要茶叶产销区也接踵培育了一批具备较强影响力和协作力的天下着名品牌和处所特产物牌，构成了安溪白茶、安化黑茶、安溪铁观音、武夷岩茶、地域大众茶等。英德红茶、横县茉莉花茶、赤壁青砖茶、福鼎白茶等品牌，和中茶、湘茶、浙茶、大一、竹叶青、品品香、巴马、花香园等着名企业品牌。 作为焦点产物集群和财产会聚。 颠末五年扶植生长茶叶品牌扶植，我国茶叶品牌全体数目和品德较“十二五”末期光鲜较着晋升。 品牌经济逐步成为我国茶财产经济生长的首要引擎和壮大能源。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（二）存在的首要题目wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

以后，我国茶叶品牌扶植全体水平与日趋增添的优良品牌须要之间的抵触较为凸起。 茶财产物牌生长仍滞后于经济生长； 品牌总数和范围遍及偏少、偏小，品牌代价和影响力太低。 软弱，品牌任务机制和办事机构疏松分离； 全行业品牌认识有待进一步晋升，品牌引领感化不够强，行业高品德生长对品牌培育的须要倍增； 品牌政策、法令羁系和常识产权掩护系统尚不完美，品牌公信力和影响力还不够高，品牌研发立异平台较着缺少，扶植任重道远民族茶品牌。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2、“十四五”时期茶叶品牌生长情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（一）政策情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

品牌是诺言的固结、抽象的展现，是产物、企业甚至国度焦点协作力的综合表现。 党中间、国务院高度正视品牌扶植，把增强品牌扶植作为经济社会转型生长的计谋行动。 明白请求把鞭策生长的落脚点转向提质增效，构成以手艺、品牌、品德、办事为焦点的国际品牌。 新的协作上风。 同时，对增强品牌扶植、增进品牌生长也提出了明白请求：增强品牌扶植，以品德晋升增强生长潜力，以品德内在会聚身分资本，增强自立立异能力和地域协作力，鞭策转型进级。制作的缔造和速率。 品德、产物向品牌转变，确保了中高速增添和中高端生长的两重方针，不时进步品德、品牌的生长水平和综合协作力。 茶财产作为我国传统农业经济财产，虽然品牌扶植起步较晚，但生长敏捷。 出格是首要产茶区当局高度存眷和撑持本地茶叶地域大众品牌扶植。 同时，他们设立品牌办事机构、设立品牌专项资金、指点品牌到场展会等体例，有益于增进外乡企业的品牌生长。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（二）经济情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

从外部情况看，以后天下正处于大变更阶段。 中国在天下生长款式中的感化日趋凸显。 在其话语权和影响力逐步增强的同时，国际经济和财产空心化起头闪现，地域经济差异拉大，公民经济增速放缓，生态情况题目加重，中美商业战等新冠肺炎疫情使外部情况加倍严重，进一步限制和障碍中华民族的生长。 “十四五”的五年必将是中国生长转型的五年，也是冲破的五年。 从外部情况看，“十三五”时期我国首要抵触已从“国民日趋增添的物资文明须要同掉队社会出产的抵触”转变为“国民日趋增添的物资文明须要”。夸姣糊口与不均衡“生长不充实之间的抵触”，国度生长面对新时期、新阶段、新抵触、新题目、新机缘、新挑衅、新方针、新任务等一系列新情况。很多范畴须要调剂，经济高速增添面前的隐患也逐步闪现。“十四五”时期的生长必将加倍正视处置积存题目，夸大新动能扶植转变和顺应当局新脚色，存眷和指点新市场，正视新媒体、新渠道操纵。 “十四五”的五年必将是重塑国际经济、款式、生长的五年，将呈现一批助推国际经济生长的新亮点。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（三）市场情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

据结合国开辟打算署统计，国际着名品牌在环球品牌中所占比例不到3%，但市场份额却高达40%，发卖额跨越50%。 响应地，今朝到场国际市场的中国企业具备自立品牌的不到20%，自立品牌出口额占出口总额的比例缺少10%。 环球最具代价的100家品牌公司中，大大都公司在国际市场的发卖额占年发卖额的50%以上。 即使是国际一些着名企业，海内发卖额也缺少10亿美圆，仅占其发卖额的10%摆布。 。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（四）法令（常识产权掩护）情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

国度常识产权局相干数据闪现，中国是国际市场上遭受反推销赞扬最多的国度。 在出口行业，在常识产权方面，牌号注册、专利侵权等坏动静不时。 最首要的缘由是中国企业在常识产权掩护方面手艺气力软弱、研发水平较低。 企业缺少常识产权掩护认识。 本身气力软弱，不成立响应的同盟构造等，致使中国企业在常识产权掩护方面要支出更多的膏火。 常识产权掩护的间接表现便是品牌的代价。 一个好的品牌不只须要缔造，更须要经心掩护。 最无力的保证便是常识产权的掩护。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（五）生齿情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

以后，我国正处于须要计划猛烈变更的新时期。 住民支出水平的进步、花费计划的进级、生齿计划的变更和疾速城镇化将光鲜较着转变茶叶产物原本的须要计划。 花费者对茶产物品德的希冀也将产生变更。 对宁静、品德、风韵、产物包装等身分的须要变得愈来愈“抉剔”。 特性化须要、休会式须要、精力文明花费、品牌产物须要日趋增添，从而鞭策品牌及相干财产高品德生长。 同时，国际着名品牌胜利的关头是做好品牌营销和品牌扶植，一直与时俱进，对峙年青的品牌。 很多中国公司以为，他们可以或许经由进程打算打算和设法来发家。 只需告白做得好，产物就会卖得好。 是以，他们更正视短时候的发卖行动，而在持久的品牌扶植和掩护上则绝对短视。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

三、指点思惟、任务准绳和生长方针wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（一）指点思惟wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

对峙以习近平新时期中国特点社会主义思惟为指点，周全贯彻党的十九大和十九届二中、三中、四中全会精力，根据习近平总布告“三个转变”首要唆使精力，深切鞭策民族茶财产物牌扶植，安身以后，着眼久远，协同鞭策，凸起重点，综合施策，聚焦企业，加速培育和构成一批具备焦点协作力和市场影响力的中国茶叶品牌，培育一批享誉国际外的茶叶领军企业，用品牌扶植鞭策中国茶叶安康调和高品德生长“十四五”时期财产经济。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（二）任务道理wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1.增强当局指点。 延续完美和晋升当局品牌办事本能机能，指点和鼓动勉励处所当局和企业深切展开品牌扶植，增强品牌宣扬、羁系和掩护。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2、堆积品牌协同效应。 集合行业资本构成品牌协力，增强重点范畴品牌培育，加大品牌扶植政策撑持力度。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3、对峙企业带领。 强化企业品牌认识，阐扬主体感化，夯实品牌根本，晋升品牌代价，鞭策企业高品德生长。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

4、增进品牌联动。 行业遍及带动和到场，展开品牌教导培训，宏扬品牌文明，营建品牌扶植的社会空气，成立健全品牌扶植的社会监视机制，进步品牌扶植的社会影响力。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（三）生长方针wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

安身天下茶财产生长计谋计划和重点范畴，聚焦传统支柱财产和新兴特点财产，在现有特点上风地域大众品牌根本上，培育一批中国茶着名产物和企业在国际外市场具备必然影响力的品牌。 鼓动勉励指点茶企业自动展开品牌扶植，打造一批具备杰出生长性和较强品牌协作力的茶企业品牌。 撑持成立一批地域特点凸起、品德规范进步前辈、品牌辐射效应强、会聚效应较着、协作力强的古代茶财产集群地域品牌。 全体茶叶品牌扶植效果光鲜较着，各种品牌数目大幅增添，品牌范围进一步扩展，品牌效应进一步闪现。 全行业品牌品德认识进一步增强，茶叶优良品牌生长情况光鲜较着优化。 在国际茶叶市场上，具备更多的品牌品德规范拟定权和话语权，将“民族茶叶品牌”推向天下。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

到 2025 年：wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1、品牌数目大幅增添，品牌品德延续晋升。 力图完成：我国茶叶牌号注册总数到达100万个，中国驰誉牌号（茶）总数跨越150个，茶叶地舆标记产物掩护到达200个，地舆标记注册认证数目到达100个。牌号跨越350个，31个茶叶地舆标记标识产物胜利参加中欧地舆标记协议掩护名录。 国度级“守条约重诺言”企业增添50家，中国品德奖企业增添1-2家，“三品一标”认证农产物200家，当选天下百强企业1-2家中国品牌综合代价排行榜。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2、依靠茶叶资本上风，成立一批国度级品德品牌树模区。 力图依靠茶财产高品德生长，完成：新增2-3个国度级食物宁静都会、10个国度级农产物品德宁静县、3-5个国度级名牌树模区、3-5个国度级食物宁静树模区。新增1-2个国度级出口食物农产物品德宁静树模区、2-3个国度级电子商务树模基地，打造3-5个合适行业现实特点的茶叶地域大众品牌和企业品牌联动性强，品牌经济效益光鲜较着晋升。 簇。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3、茶叶品牌代价光鲜较着晋升，品牌着名度和影响力延续增强。 力图完成：成立目标设置迷信、行业表里公信力强、承认度高、可以或许对标国度综合品牌代价评估系统的茶财产物牌代价评估系统，拟定并宣布一系列茶财产物牌代价评估系统。茶财产物牌代价评估与推行规范 10 以上名目，扶植2-3个国度级茶财产物牌专业推行宣扬办事平台，环绕“茶财产物牌”等主题，成立多元化茶品牌宣扬推行形式。 “国度品牌日”。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

4、品牌经济占茶财产经济总量的比重较“十三五”时期进步30%以上。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

4.茶叶品牌“十四五”生长倡议wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（一）充实阐扬茶企业品牌扶植的主体感化wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1.拟定茶企业品牌生长计谋。 企业要成立以品牌扶植为焦点的生长计谋，拟定实在可行的近、中、持久品牌扶植打算并构造实行。 企业首要担任人要正视并实在鞭策企业品牌扶植相干任务。 成立正视品德、诚信、立异、掩护的企业品牌文明。 企业外部应成立强无力的构造系统体例机制，保证企业品牌生长计谋打算的有用实行。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2.完美茶企业品牌扶植系统。 打造以品牌办理系统、品牌传布系统、品德保证系统、手艺立异系统、品牌文明系统、品牌掩护系统为焦点的茶企业周全品牌扶植系统，正视品牌培育的关头进程，晋升品牌着名度。公司的品牌培育能力。 增强宣扬推行，晋升品牌着名度。 延续确保高水平的产物和办事品德，晋升品牌佳誉度。 延续立异晋升品牌协作力。 构成全社会承认的优异茶企业品牌文明，增强品牌虔诚度。 增强品牌等有形资产掩护。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3、延续进步茶叶企业品德水平。 接纳进步前辈的品德办理形式，成立健全茶企业品德办理系统，强化全员、全进程、全方位品德办理，增强品德节制和品德立异，不时寻求出色。 鼎力推行进步前辈手艺手腕和古代品德办理理念和体例，遍及展开品德改良、品德研讨、品德比拟、品德危险阐发、品德本钱节制、品德办理小组等勾当。 自动接纳进步前辈规范构造出产经营，对峙高规范、高品德。 自动操纵减量化、资本化、收受接管、再操纵、再制作等绿色环保手艺，鼎力生长低碳、洁净、高效、节能的茶叶出产经营形式。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

4.进步茶企业立异能力。 引进优异人材，加大研发投入，以立异作为企业晋升品牌协作力的抓手，实在加大手艺立异投入，进一步加速科技功效转化，重点抓好手艺规范化、专利化、财产化。立异功效，转变茶企业曩昔的汗青 重出产轻研发、重引进轻消化、重仿照轻立异的情况遍及存在。 紧跟时期生长趋向，增强茶企业办理立异、办事立异和商业形式立异。 自动操纵新手艺、新工艺、新资料，进步产物品德，晋升产物条理，研发具备自立常识产权、焦点手艺、较强市场协作力的立异茶产物和办事。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

5、对峙诚信办事社会。 茶叶企业应自动领会国度相干法令、律例和规范的拟定和订正情况，严酷遵照各项法令、律例和政策，自发抵抗加害常识产权、冒充伪劣、偷工减料等遵法行动，出产经营诚信度高。 安稳成立诚信是品牌性命的理念，鼎力宏扬诚信为本的经营精力。 成立外部诚信办理系统并鞭策实行。 按期自动宣布诺言报告，成立健全社会义务实行机制，将实行社会义务归入企业经营办理决议计划。 鞭策各种茶企业自动承当对员工、花费者、投资者、协作火伴、社区、情况等好处相干者的社会义务。 鼓动勉励企业宣布社会义务报告，增强诚信自律。 实行企业许诺，缔造经济、情况、社会综合代价，成立办事社会的杰出抽象。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

6、夯实品牌资产根本。 企业品牌资产包含有形资产和有形资产。 要出力增强品牌办理茶叶品牌扶植，培育茶企业的根基品牌气力。 根据国际化、规范化、树模性的整体请求，成立多条理、多元化的品牌经营、办理、培育机制，在计划优化、品德晋升、和效力的进步。 做大做强公司有形资产。 同时，要正视茶企业自立品牌有形资产的掩护，自动从财务、能够呈现的不良行动、法令三个层面拟定完美、有用的品牌掩护办法，提防品牌侵权。 、妥帖处置主顾对品牌的赞扬，妥帖处置突发品牌危急事务，成立杰出的品牌社会抽象，掩护本身品牌好处。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（二）优化品牌扶植社会情况wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1、晋升全行业品牌着名度。 增强宣扬，充实阐扬动静媒体的指点感化，实在增强全行业的品德认识和维权认识。 正视典范树模感化，加大对重品德、遵法、诚笃取信的优异茶叶企业和茶叶品牌的宣扬报道，鼓动勉励朝上进步、宏扬诚信。 增强茶叶品德文明扶植，不时增强行业品德认识，让存眷品德成为全行业和泛博员工的自发认识和平常习气。 增强茶企业品牌文明扶植，指点泛博茶企业成立以品德、诺言为焦点的优异品牌文明。 鞭策全行业品牌文明扶植，将品牌扶植作为宣扬任务的首要内容。 提倡感性花费，根绝各种涉茶观点炒作和子虚宣扬，成立民族茶品德决定信念、产物决定信念、品牌决定信念，构成“存眷品牌、争创品牌”的杰出空气。在全部行业中“掩护品牌、崇尚品牌”。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2.阐扬社会构造感化。 行业专业构造结合科研院所、高档院校、企业配合成立品牌扶植研讨、征询、评估机构，鼓动勉励第三方机构展开规范化品牌扶植办事勾当，增强对品牌的专业指点。修建工程; 鼓动勉励和培育第三方机构做大做强品牌； 增强对第三方机构品牌扶植行动的监视办理，根绝随便评估、比拟等违规行动。 充实阐扬专业品牌扶植机构感化，展开茶叶品牌评估和品牌代价评估。 阐扬行业构造的纽带感化，在行业表里推行进步前辈的品牌营销理念、品牌办理形式和体例，晋升行业企业市场调研、产物定位、营销筹谋、传布与公关、大众干系等方面的能力办事等，指点泛博茶企业走品牌之路，增进行业自律，进步企业产物品德和诺言。 充实阐扬行业构造的行业办理和专业手艺特长，鼓动勉励专业品牌、社区品牌、企业品牌培育和生长。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3.鞭策品牌教导和人材培育。 充实阐扬企业品牌资本上风，摸索成立茶叶品牌教导社会理论基地； 充实阐扬品牌扶植协会和机构的自动性，展开品德品牌从业职员培训，进步品德品牌从业职员能力和本质。 依靠社会构造、科研机构等专业机构展开品牌司理培训。 鞭策各种院校和专业开设茶叶品德与品牌相干课程教导，撑持有前提的院校开设相干专业，对茶叶品德与品牌从业职员展开专业学历教导，培育品牌扶植专业人材。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

（三）鞭策和完美特点茶品牌政策推行系统扶植wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1.财税金融撑持政策。 倡议茶叶首要产销区当局部分加大品牌扶植资金的兼顾调和和支配，指点社会各界到场茶叶品牌扶植，构成不变的保证机制。 综合应用名目补贴、定向帮助、存款贴息、危险弥补等优惠政策，吸收和鼓动勉励社会资金堆积茶叶品牌扶植。 撑持有必然范围和气力的品牌茶企业刊行公司债券或上市融资，鼓动勉励以品牌为纽带的吞并重组。 摸索出台品牌质押融资和评估办理相干政策办法，撑持企业依法利用品牌资产质押融资。 推行宣扬“守条约、重诺言”的企业增信融资形式，拓展茶企业融资新渠道。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2、专业的平台办事政策。 加速茶叶品牌办事平台扶植，为茶叶品牌扶植供给专业办事和手艺撑持。 环绕各地上风茶财产集群，扶植一批高规范的国度（省）茶叶质检中间、国度（省）茶叶企业手艺中间和茶叶工程手艺研讨中间等品牌手艺办事平台。 成立规范化茶叶品牌扶植专题网站，搭建品牌信息办事平台。 成立茶叶品牌扶植专业机构，搭建品牌扶植第三方办事平台。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3.品牌掩护羁系政策。 增强茶叶品牌掩护法令系统扶植，鞭策茶叶首要产销地域处所立法。 鼓动勉励各级当局拟定增进茶叶品牌扶植和掩护的财产政策、科技政策、商业政策、人材政策等。 完美茶叶品牌掩护调和机制，鞭策法律和行政法律两种掩护形式协同运作。 强化行业协会和中介机构在品牌掩护中的自动感化。 增强品牌羁系，依法惩办冒充伪劣等加害品牌权利的遵法行动，加大对品牌失期的惩罚力度，成立品牌加入机制，冲击品牌之间的不合法协作，营建品牌公允协作的市场情况茶叶公司。wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

4、品牌鼓励和办事政策。 倡议茶叶首要产销区当局对本地茶叶综合性、专业性品牌实行分类分级的资金嘉奖轨制，激起品牌成立能源。 取得国度品牌声誉的，由省当局赐与财务嘉奖，取得省品牌声誉的，由市当局赐与嘉奖，取得市品牌声誉的，由县当局赐与嘉奖，出口自立品牌的由同级当局赐与财务嘉奖。 Support and guide brand tea enterprises to participate in national key research and development plans, master key technologies and core technologies, and promote the integration of technology into brands. Support the promotion of a number of tea brands with independent intellectual property rights to "go global". Promote tea enterprises to actively participate in brand value evaluation and strive to create well-known Chinese brands and internationally renowned brands. Use government reputation platforms to promote excellent brands, set up brand promotion columns, and organize various forms of special brand promotion activities.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

5. Brand development and promotion policy. It is recommended that the governments of major tea production and marketing areas incorporate brand building into their “14th Five-Year Plan” for national economic and social development. Establish a reserve resource library for brand development and form a series of multi-level brand groups. Build a brand building echelon and promote talent gathering towards brands. Help enterprises strive for brand creation, support local development of regional brands, and realize the leap from corporate brands, industry brands, and regional brands to national and world brands. Implement the "going global" strategy, organize and fund brand tea companies to participate in various exhibitions, support independent brand tea companies to set up sales stores across the country, and encourage some tea companies with strong comprehensive strength to open brand stores abroad. Encourage strong brand tea companies to merge and reorganize across regions, industries, and ownership systems.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

(4) Highlight key tasks of brand buildingwwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1. Increase classification guidance. Provide classified guidance by product, enterprise, region and featured brand. Based on the actual situation in various places, a number of key tea products with comparative advantages, independent brands and independent intellectual property rights, and strong competitiveness will be selected and included in the plan for key cultivation and guidance. Major large-scale enterprises and enterprise groups in various places, as well as leading and key enterprises in advantageous product chains, will be guided and cultivated according to classifications such as becoming bigger and stronger, growth-oriented, and broad-prospected. Comprehensive use of economic, legal, administrative and other means to cultivate a number of well-known tea brand enterprises and strive to create internationally renowned brands. Make full use of the favorable conditions brought by industrial cluster effects and professional market effects for brand building to build regional brands and lead the development of block economies. Increase the protection and integration of the origins of regional specialty tea products, the protection and development of "time-honored brands", geographical indications and well-known trade brands, and enhance product value and market visibility.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2. Form a development echelon. Carry out value evaluation work on well-known trademarks, famous trademarks, geographical indications, etc., quantify brand value, publish brand value evaluation results, and position brand development levels. Carry out "Abide by Contracts and Value Credit" corporate publicity activities to guide companies to perform their contracts with integrity and enhance social credibility. Cultivate a group of leading enterprises and key enterprises with high brand value and good development momentum to develop into internationally renowned brands and well-known Chinese brands. Support a group of small and medium-sized enterprises with good growth potential and high technical content to become specialized, refined, bigger and stronger. For areas with good policy environment and obvious industrial agglomeration characteristics, create a number of modern tea industry cluster regional brands with outstanding regional characteristics, advanced quality standards, strong brand-driven radiation effects, obvious agglomeration effects, and competitiveness to form a brand development echelon. Explore the establishment of a national tea brand database and dynamically monitor the development of tea brands by region and field.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3. Establish a joint publishing mechanism. Establish a joint brand release mechanism with government leadership, departmental responsibility, enterprise linkage, media support, and public participation, and use activities such as National Brand Day, Consumer Rights Day, and special brand press conferences to increase brand publicity and promotion. Actively organize trade fairs, expos, business meetings and other economic and trade activities that are conducive to brand promotion and business expansion, and support the selection of consumer-favorite brand products to promote the brand and enhance brand value. Actively promote the activities of well-known tea brands entering supermarkets, hotels, highway service areas, airports and stations, and tourist attractions. Rely on key tea circulation companies to build famous tea exhibitions and famous product exchanges to display brand products and increase visibility. Establish and improve tea brand websites and brand public service platforms, and actively carry out brand promotion, protection and information services. To adapt to the rapid development of online shopping, vigorously develop tea e-commerce, actively open tea online malls, and promote online marketing of tea brand products. Strengthen the research and publicity of tea brand culture and popularize brand culture in the whole society and enterprises. Make full use of radio, television, newspapers, magazines, the Internet and other media to increase publicity and guidance, enhance national quality awareness and brand awareness, and create a good atmosphere of creating, using, loving and protecting brands.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

4. Carry out analysis and research. Led by industry organizations, we will promote industry-university-research cooperation, strengthen tea-themed brand research, consultation and evaluation, and improve the tea brand evaluation system, evaluation methods and evaluation standards. Explore and establish a tea brand generation mechanism based on consumer recognition and market competitiveness, effectively guide the brand building of tea companies and enhance brand influence. Continue to carry out brand economic benefit analysis and research, regularly conduct brand satisfaction, popularity, and reputation surveys to evaluate the implementation effect of brand building and provide reference for the government to formulate policies. We will continue to track the cutting-edge trends in brand development at home and abroad, carry out brand building environment assessments and brand building policy effect assessments, carry out regular and regional brand comparative studies, and put forward countermeasures and suggestions for the development of tea brands in the industry.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

5. Promote international exchanges and cooperation among tea brands. Guide and encourage qualified tea companies to strengthen international exchanges and cooperation in brand building, and learn the brand management mechanisms and brand building methods of companies that have successfully built international brands; support companies to carry out international operations with their own brands, and register overseas trademarks, patent applications, and cross-border Provide more convenient and effective services in investment and financing, cross-border mergers and acquisitions, inspection and quarantine, product customs clearance, etc. Strengthen the protection and management of products, enterprises and regional brands in the process of joint ventures and cooperation, actively promote my country's legal system related to brand building, and establish a mutually beneficial and win-win mechanism. We adopt a combination of going out and inviting in to actively solve the difficulties and problems encountered by enterprises in the process of brand internationalization. Actively participate in brand-related activities organized by international and regional organizations, introduce well-known domestic and foreign brand professional institutions to carry out work, vigorously cultivate brand professional talents, and improve brand building capabilities.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

(5) Organization and implementation suggestionswwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

In order to ensure that this planning proposal is implemented effectively and truly assists the development of tea industry brands in major tea production and marketing areas, the following suggestions are hereby put forward:wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

1. Strengthen organization and coordination. It is recommended that the market supervision department, together with relevant departments, establish a consultation and cooperation mechanism to strengthen brand building, study and formulate policies and measures for brand building, and coordinate and guide brand building work in accordance with the principles of "overall coordination, clear responsibilities, close cooperation, and comprehensive advancement." Hold regular meetings to strengthen the overall planning, organization and coordination of brand building work, and study, solve and coordinate the handling of major issues. In the process of promoting tea brand building, the people's governments and industry authorities in major tea production and marketing areas must adhere to the principles of openness, fairness and justice, without charging any fees, and incorporate tea brand building goals into the national economic development plan of the region in accordance with deployment and requirements. Strengthen policy guidance, formulate implementation plans, increase investment in tea brand building, and form a synergy for brand building.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

2. Strengthen monitoring and evaluation. It is recommended that the people's governments and industry authorities in the main tea production and marketing areas should, under the new normal situation of economic development and in a legal and administrative environment, use the implementation of the tea brand building plan as a new driving force to promote the transformation and development of the local economy and improve quality and efficiency. 。 Annual monitoring of the implementation of the brand building plan and mid-term evaluation of the brand building plan, annual evaluation and final evaluation system for the performance of various safeguard measures for brand building, giving full play to the leverage of various supporting measures, and evaluating the problems discovered Take timely measures to solve the problem to ensure that the brand building work achieves effective results.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

3. Strengthen inspection and assessment. It is recommended that the people's governments and industry authorities in major tea production and marketing areas establish an implementation responsibility system, conduct strict inspections and assessments on the implementation, and incorporate the promotion of brand building plans into the assessment of quality and brand upgrades.wwh大红袍-普洱-正山小种-白茶-黑茶-铁观音-绿茶-乌龙茶-品茶界

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