关键词: 茶叶, 区域品牌, 优化路径

Abstract: With the increasingly fierce competition in the global tea market, the problems of regional famous tea brands in Anhui Province are becoming more and more prominent, such as weak awareness of brand construction, weak brand competitiveness of tea enterprises, and too much use of communal brands. Based on the problems existing in the construction of regional famous tea brands in Anhui Province, this paper puts forward the following four optimization paths: building the quality standard of regional tea brands based on the unique geographical quality advantages; building a regional tea brand with leading enterprises as the core, so as to create a brand cluster effect; improving the science and technology service system to promote the smart production in the tea industry chain; promoting the construction of regional brand ecology with the help of information sharing and the tea industry's integration with culture and tourism.

Key words: tea, regional brand, optimization path