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[雜談] 從金駿眉和李光地事務說茶葉品牌的打造

  2013NIAN,CHAXIEQUANLIYOULIANGJIANBUDABUXIAODESHI,RANGYIXIERENHENSHUANG,YIXIERENHENBUSHUANG。


  


  其一:金駿眉牌號之稱終究灰塵落定:北京市高院針對由“金駿眉”牌號激發的牌號貳言復審案做出二審訊決,終究認定 “金駿眉”是一種紅茶商定俗成的通用稱號,不應作為牌號注冊。金駿眉從茶葉品牌變制品類稱號,不再零丁屬于一個公司。



  其二:李光地成茶企業牌號,并且成了福建省聞名牌號,李光地的先人不干了,派了一幫白叟家到茶店默坐討說法。


  LIANGGECHABIEDEFEISHISHI,XIANSHISHANGDOUSHIWEILEZHENGQUYIGEZIBEN:PINPAI。


  JINJUNMEIZUOWEIZHENGSHANXIAOZHONGDEYIGEZHONGBIE,LVLIZUIJINJINIANLAIDASHOUBIDEYUNZUO,SHICHANGRENZHIHEPINPAIDAIJIAYIZAICHAJIEHUODEGONGREN,SUIZHIERLAIDESHI,YULAIYUDUODECHAXIEDINGZHUJINJUNMEIDEMINGTOU,YAOSHENYIBIAN,SHENJIAFANLEJIGEGENTOU。JIUZAIJINJUNMEIJIAQIAN、XIAOLIANGDAFUXIADIEDESHICHEN,JINJUNMEIDESONGSHI,HUANRAOJINJUNMEIDEZHENGLUNYESUIZHIZHENGKAI,QIJIANSHUSHISHUFEIZAICIBUZUOPINGGU,DANYOUYIDIAN,DAOSHIHENSHIQINGCHUDE:JINJUNMEIZUOWEIYIGEQIYEPINPAI,GENGYOUYIYUGUIFANSHICHANG,YIZHONGSHITING——JINJUNMEIJUBEIDAXINGCHENGWEIPINPAIDEGUAIYISHANGFENG,JUBEIMINGBAIDECHATONGXING,JUBEIGUANGMODESHICHANGYUANJING。


  ERJINJUNMEIZUOWEIYIGECHAXIEZHONGBIEHUOSHICHALEICHENGHAO,LIMAXIJU——ZHONGGUOCHALILAIBIANSHIZHUMINGCHAZHIMINGPAI,YIDANCONGTAJIADEBIANCHENGDASHIDE,JIUCHENNIDUOLUOWEIXIJU,SHUIDOUNENGGOUHUOXUNALAIYONG,SHUIDOUNENGGOUHUOXUBUBATADANGHUISHI。



  從這個角度來說,筆者以為,金駿眉隸屬于一個企業更有益于這個行業或是品類的成長,但這也僅能逗留于想像。在茶行業不乏從品牌變成企業品牌的先例,比方竹葉青、雪青、信陽紅。當以企業的名義去運作一個種別的時辰,能夠或許獨有資本上風,能夠或許停止更深切透辟的品牌掩護,能夠或許走得更久遠。反觀之,茶類作為名茶的稱呼,其式微不景氣為萬千茶人感恩戴德:都是那幫造假者粉碎了市場!而仿佛每一個這么說的人,又都是游戲法則粉碎的到場者,更首要的是,也是既得好處者——喜劇由此而生。


  ZHUANTOUKANKANCENGDECHAXIEPINLEI,YOUJIGENENGCHENGDEQIMINGCHADEKOUBEI:XIHULONGJING、TIEGUANYIN、DAHONGPAO、YUNNANPUERCHA、ANHUAHEICHADENGDENG,BUYIERZU,WUYIBUSHISHENXIANYULONGCHOUZHUO、NANBIANXUSHIDEDIBU,NAIZHIYUZIHUICHANGCHENG、HEJIAMOBIAN。


  YUANYOUANZAI:YINGLISHI,PINPAISHIWODE;CHUTIMUSHI,DOUSHITAMENGANDE;SHUIXIANGDUYOU,BUXING,WODEFENYIFEN。



  兩件工作接洽在一路,對茶企業打造品牌啟迪有三:


  1.RUOSHIBUNENGANRUOTAISHAN,BAYIQIEXIANGGANDECHANGSHICHANQUAN(BAOHANZHUANLI、PAIHAODENG)QUANGAODING,DENGXIANBUYAODACHAPINLEIDEZHUZHANG,ZUOCHULAIZHIQIANSHINIDE,ZUOCHULAIYIHOU,SHIDASHIDE,DASHIFENSHANGYIBEIGENG,QIYEYANGPINPAIDAOTOUZHINENGSHIZHULANZIDIAOSHUIYICHANGKONG,JINJUNMEIJIUSHUCILEI。


  2.RUOSHIYIJIANPAIHAONENGGOUHUOXUANZANGZHENGYIDENENGGOUHUOXU,YAOMOGAODING,YAOMORAODAO,QIEBUKECUNXINGYUNXINSI,YIDANZHENGYIBENGFA,BULUNZHONGJIUSHUYINGSHUYING,ZHONGGUIHUISHANGQIYEYUANQI,DESHIXIANGDANG。LIGUANGDIJIUSHUCILEI。


  3.SHANGSHULIANGJIANGONGZUODEZHENGYIJIAODIANWEICHAQIYEDAZAOPINPAIGONGGEILESIXU:QIYISHILIYIPINLEI,QIERSHIWAJUECHUANTONG。CHAPINPAIDAZAOZHESHILIANGTIAOBINIQINGYISHENGXIAODELUSHU,JINJUNMEI、XINYANGHONG、MENGDUNCHAGAODENGSHIJINNIANJIAOWEISHENGLIDEPINLEILIYIDIANFAN,DANZHIYAOBIANCHENGQIYEPINPAINENGLIZHANGXIANQIDAIJIA;WAJUECHUANTONGDEMINGLIU、WENMING,YUGUDAIPINCHAXIQIXIANGLIANXI,NENGGOUHUOXUDAZAOCHUJUBEINONGLIEWENMINGQIWEIDECHAXIEPINPAI,DANLAOJIBUKEGUOYUCHUANTONG,ZHIZHUANYIYUWENMING。BIZHEJINQIBANSHILESHANDONGYIJIAZHUDACHUANTONGYUGUDAILIANXIDEQIYEPINPAI,PINPAICHENGHAOSHITAILAOHUZI,DINGWEISHIZAITAISHANYUZHENGRENLIANGGECHUANTONGWENMINGGAINIANZHIJIANXUNMILIANXIDIAN,ZHEGEPINPAI2014NIANZHENGSHIJINRUSHICHANG,DAZAOCHUYIJIAFUYOUGUDAIQIWEIDECHUANTONGWENMINGPINPAICHULAI。


  YISHANGNEIRONGZHUANZAIZIHULIANWANG,BINGBUDAIBIAOBENZHANFUHEQIGAINIANHEDUIQISHIZAIXINGDANREN。



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