Title :
Road of Brand Innovation for Private Enterprises in Main Tea Production Area - Analysis on "Herding Effect" in Mingshan County, Sichuan Province
Author_Institution :
Sch. of Econ. & Manage., Sichuan Agric. Univ., Chengdu, China
Abstract :
The current situation of miscellaneous brands in the main tea production area has become a troublesome problem for the government and enterprises, and the "herding effect"is one of the main reasons. This paper analyses the "herding effect"syndrome on the brand building of private tea enterprises in Mingshan County, Sichuan Province, and also proposes an "aircraft carrier"brand innovation and development path from angles of causes and effects.
Keywords :
agricultural products; beverage industry; marketing; Mingshan County; Sichuan Province; aircraft carrier; brand building; brand innovation; herding effect; main tea production area; private tea enterprises; Aircraft; Buildings; Local government; Production facilities; Technological innovation;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5997972
