中国銘柄茶産地における茶企業のブランド構築の特徴

河南省信陽市A社を事例として

抄録

This article analyzed brand-building of a tea manufacturer, using the case of Company A, in Xinyang City, Henan, which is a major production area of brand tea. The results are as follows. First, the company set up the high-quality production and sells its products for high prices. Second, it vertically integrated the growing process of raw tea leaf and marketing channels. Third, it built a line of products limited to high-quality tea, to urge consumers to buy them. Those efforts enabled the company to bulid its tea brand.