DocumentCode
2959641
Title
Road of Brand Innovation for Private Enterprises in Main Tea Production Area - Analysis on "Herding Effect" in Mingshan County, Sichuan Province
Author
Yang Qingxian
Author_Institution
Sch. of Econ. & Manage., Sichuan Agric. Univ., Chengdu, China
fYear
2011
fDate
12-14 Aug. 2011
Firstpage
1
Lastpage
4
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;
fLanguage
English
Publisher
ieee
Conference_Titel
Management and Service Science (MASS), 2011 International Conference on
Conference_Location
Wuhan
Print_ISBN
978-1-4244-6579-8
Type
conf
DOI
10.1109/ICMSS.2011.5997972
Filename
5997972
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