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| The Empowerment Mechanism Study and Growth Path of Local Specialty Regional Brand Ecosystem—A Case Study Based on Bohea Rock Tea |
| XU Hui，XUE Zichao，DENG Weisheng |
| 1. Nankai University，Tianjin, China；2. Yunnan University， Kunming, China |
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Abstract This study chooses the regional brand ecosystem of Bohea Rock Tea, describing its growth path, and builds a theory framework of regional brand ecosystem empowerment mechanism. This study proposes that there are three stages, including sprouting stage, evolution stage and mature stage, during the growth path of local specialty regional brand ecosystem. There is an external strength pushing them to move forward. The empowerment mechanism of local specialty regional brand ecosystem can bring not only financial value, but also social impact. Regional brand ecosystem is not the final goal of brand development, and it must enhance the competitiveness of regional individuals through empowerment mechanism, including image empowerment, relationship empowerment and leverage empowerment. Different empowerment mechanism is related to each other, and the relationship may influence the empowerment results.
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Received: 07 January 2019
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