Production Practice of Qiandaoyuye Longjing Tea and Thinkings on its Brand Construction

TONG Pu-gao;CHEN Xiao-na;XIA Fu-gen;JIANG Xue-fang;FANG Chang-jin;WANG Hua-jian;Chun'an County Agricultural Technology Promotion Center Tea Station;Fengkou Town of Chun'an County Agricultural Public Service Center;Chun'an County Bureau of Agriculture;

Qiandaoyuye Longjing Tea;;Brand construction;;Thinkings

This paper elaborates the historical evolution and production practice of Qiandaoyuye Longjing Tea.Located in the "golden triangle" of Chinese green tea, the Qiandaoyuye Longjing Tea of "Longjing" Qiantang region constantly improves the level of industrial systematism, which guarantees the quality of its products. The support of government policy promoted the development of tea industry. Meanwhile, it puts forward some proposals on the brand development of Qiandaoyuye Longjing Tea. The development measures include seeking breakthroughs in the industry by innovating industry mode and strengthening the brand foundation; in enterprises by in novating standardzation mode,and promoting the brand development; in market by innovating the marketing mode by improving the market share; in culture by innovating the mode of tea culture and promoting the harmonious development of tea leisure; as well as in brand by expanding the brand connotation and setting up brand theme concept. Furthermore, it aims to strengthen and expand the Qiandaoyuye Longjing Tea and promote transformation and upgrading of Chun'an tea industry.