In recent years, the No. 1 Central Document has emphasized the importance of building high-quality agricultural and food brands, as well as fostering leading enterprises in agricultural product processing and well-known brands. The development of agricultural brands is essential for enhancing the product value of the tea industry, promoting the integration of its primary, secondary, and tertiary sectors, and strengthening its role in benefiting farmers. Fengshun County, a major tea-producing area in Guangdong Province with a long history of tea cultivation, has yet to establish a strong tea brand. This study employs field surveys to examine the current state of the tea industry brand in Fengshun County. It identifies key issues including a low level of industrialized operation, an unclear tea product pricing system, and low brand equity value. Accordingly, it proposes countermeasures such as enhancing industrialized operation, diversifying the tea product matrix, and increasing the value of premium brand equity.
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Share and Cite
Wan, G. (2025) Brand Development Strategies for Small and Medium-sized Tea Enterprises in the Tea Industry: A Case Study of the Tea Industry in Fengshun County, Meizhou City, Guangdong Province. Journal of Social Development and History, 1(5), 123-129. https://doi.org/10.71052/jsdh/NNLB1707