实现中国茶叶公用品牌与企业品牌共赢的博弈研究

发布时间：2018-06-20 01:52

本文选题：茶叶 + 公用品牌　；参考：《安徽农业大学》2009年硕士论文

【摘要】： 我国是茶叶大国,茶产业不仅是广大山区传统支柱产业更是重要的民生工程。茶产业的发展壮大需要以茶叶企业为依托。茶叶企业的发展可以走茶叶公用品牌这条“捷径”。我国有丰富的名优茶,名优茶叶是最适合使用地理标志保护的产品之一。随着我国对外开放不断扩大,茶叶市场竞争日趋国际化。对名优茶叶实施地理标志保护,,是促进茶叶产业发展、扩大茶叶出口、增加茶农收入的有效手段。已成功获得茶叶地理标志注册的茶叶公用品牌对消费者、茶叶企业、茶农、地方经济发展都有重要作用,可以实现多方“共赢”,是一笔巨大的无形资产。目前很多茶叶公用品牌还未充分发挥地理标志的经济效益,在市场竞争中未能体现应有的价值。茶叶公用品牌要充分发挥作用必须得到很好的维护,如果茶叶公用品牌没有得到很好的维护,仿冒茶叶公用品牌的行为不能被有效制止,就容易发生“公地悲剧”,最终导致茶叶公用品牌荒废。我国茶叶品牌多而杂,茶叶供应主体极为广泛、良莠不齐。茶叶消费者对名类繁多的茶叶商品只是略知一二,真正懂行的很少。在这种信息不对称的情况下,容易出现劣货驱逐良货的现象一“柠檬市场”,可能造成高质量茶叶市场的萎缩,使市场只能提供普通甚至劣质茶叶,严重影响茶产业的发展。茶叶企业在使用茶叶公用品牌的过程中存在种种待解决的问题,如在广大山区政府财政支持乏力的情况下,茶叶企业是否维护茶叶公用品牌;茶叶企业是以茶叶公用品牌为主,还是以企业品牌为主;茶叶公用品牌指向范围内的茶叶企业在维护茶叶公用品牌时,企业之间的关系,以及企业之间的相互影响情况。这些问题用需要一个好的方法论来研究。博弈论正是非常适合研究这些问题的研究方法。国内外对茶叶地理标志研究,大部分都是对茶叶地理标志的作用等进行研究。对于能实现茶叶公用品牌效益价值的载体--茶叶公用品牌下的茶叶企业行为的研究却是鲜少涉及。利用博弈论对茶叶公用品牌进行全面系统的研究尚未有文献发表。本文是国内学术界首次对茶叶企业使用公用品牌与企业品牌的博弈进行研究,也是首次对茶叶公用品牌下企业间的博弈情况进行研究,运用博弈论模型分析、定性与定量分析相结合等多种方法,全面系统的分析茶叶企业使用茶叶公用品牌的各种情况,包括茶叶企业是否维护茶叶公用品牌(在政府财政支持乏力的情况下)、茶叶企业使用茶叶公用品牌与使用企业品牌的博弈情况、以及茶叶公用品牌下企业间的博弈情况,为我国依托茶叶公用品牌,发展壮大茶产业提供理论依据及策略。本论文主要内容有:第一,提出茶叶公用品牌概念:茶叶公用品牌是指已成功注册的茶叶地理标志;第二,概括茶叶公用品牌特性:公共物品性、指示产地性、品质保证性、权利主体分离性、使用范围限制性;第三,茶叶公用品牌对改善茶叶“柠檬市场”、淡化信息不对称,提升茶叶企业竞争力的作用。第四,借助博弈模型对在政府财政支持乏力的情况下,茶叶企业维护茶叶公用品牌的博弈进行分析:茶叶企业要想通过茶叶公用品牌来增收,就要避免茶叶公用品牌被弱化、被荒废。避免茶叶公用品牌被弱化、被荒废需要茶叶公用品牌指向范围内的所有茶叶企业的共同努力,共同维护茶叶公用品牌,坚决打击有损茶叶公用品牌发展的任何行为。只有这样,茶叶公用品牌才不会荒漠化;第五,茶叶企业使用茶叶公用品牌是存在一定风险的,茶叶企业如何协调茶叶公用品牌与茶叶企业品牌之间的关系,如何在最大程度上规避风险:在茶叶企业发展初期以茶叶公用品牌为主,弱化企业初期企业品牌薄弱的缺点,既维护了茶叶公用品牌的发展也有利于企业品牌的壮大。茶叶企业发展到一定阶段就可以逐渐淡化茶叶公用品牌,而以企业品牌为主,做大做强茶叶企业。第六,借助博弈模型对茶叶公用品牌下企业间的博弈进行分析:企业应提高意识,认识合作维护茶叶公用品牌的收益性,对损坏茶叶公用品牌的企业采取适当的惩罚机制;第七,从茶叶企业内部及外部层面提出茶叶公用品牌与其成员企业品牌共赢行为建议:培育茶叶企业品牌、维护茶叶公用品牌、提高合作意识、实行标准化生产、进行品牌整合、完善监管机制、构建标准体系、推进产业化经营、发挥行业协会作用。
[Abstract]:China is a big country of tea. The tea industry is not only the traditional pillar industry in the vast mountains, but also the important livelihood project. The development and expansion of the tea industry needs to rely on the tea enterprises. The development of tea enterprises can take the "shortcut" of the tea public brand. Our country has rich famous tea, the famous tea is the most suitable for the use of geographical indications protection. As the opening of China's opening to the outside world, tea market competition is becoming more and more international. The protection of geographical indications for famous tea is an effective means to promote the development of tea industry, expand the export of tea and increase the income of tea farmers. The development of local economy plays an important role and can achieve "win-win" for many parties. It is a huge intangible asset.
At present, many tea public brands have not fully brought into full play the economic benefits of geographical indications and failed to reflect their value in the market competition. The public brand of tea should be well maintained. If the tea public brand is not well maintained, the behavior of the tea public brand can not be effectively stopped. It is easy to happen "the tragedy of the public land", which eventually leads to the waste of the tea public brand. The tea brand in our country is many and mixed, the tea supply is very wide, the good and the bad are very different. The tea consumers are only a few of the tea products of the famous tea. Like a "lemon market", it may cause the shrinkage of the high quality tea market, so that the market can only provide ordinary or even inferior tea, seriously affecting the development of tea industry.
There are various problems to be solved during the use of tea public brand in tea enterprises, such as whether the tea enterprise maintains the tea public brand in the case of lack of financial support from the vast mountainous government, tea enterprises mainly take the tea public brand as the main brand, and the tea enterprise is directed by the tea public brand. In the maintenance of tea public brands, the relationship between enterprises and the mutual influence between enterprises. These problems need a good methodology to study. Game theory is a very suitable research method to study these problems.
The research on the geographical indications of tea at home and abroad is mostly research on the role of tea geographical indications. The research on the behavior of tea enterprise under the tea public brand, which can realize the value of the benefit value of the tea public brand, is rarely involved. Give and publish.
This article is the first time to study the game between the use of the public brand and the enterprise brand in the tea enterprises. It is the first time to study the game situation between the enterprises under the tea public brand. The game theory model analysis, the qualitative and quantitative analysis are combined to analyze the tea enterprises' use of tea public in a comprehensive and systematic way. Various brands, including whether the tea enterprise maintains the tea public brand (under the lack of government financial support), the game situation of tea enterprises using the tea public brand and the enterprise brand, as well as the game situation between the enterprises under the tea public brand, provides the tea public brand and the development of the strong tea industry. Theoretical basis and strategy.
The main contents of this paper are as follows: first, the concept of tea public brand is put forward: Tea public brand refers to the tea geographical indication that has been registered successfully; second, it summarizes the characteristics of tea public brand: public goods, indicating origin, quality assurance, separability of the right subject, limiting the scope of use; third, tea public brand to improve tea " "Lemon market", desalination information asymmetry, enhance the role of tea enterprise competitiveness. Fourth, with the aid of game model to analyze the game of tea enterprise maintaining tea public brand under the lack of government financial support: tea enterprises want to increase their income through tea public brand, to avoid the weakening of the tea public brands and the shortage of tea enterprises. Abolished. Avoid the weakening of the tea public brand and the common efforts of all tea enterprises that need tea public brands to maintain the common brand in the tea public brand, to jointly maintain the tea public brand, and resolutely combat any behavior that undermines the development of the tea public brand. Only in this way, the tea public brand will not be deserted; fifth, tea enterprises use tea public. The brand is a certain risk. How does the tea enterprise coordinate the relationship between the tea public brand and the tea enterprise brand, how to avoid the risk to the greatest extent: in the early stage of the development of the tea enterprise, the tea public brand is the main, weakening the weakness of the enterprise brand in the early stage of the enterprise, which not only maintains the development of the tea public brand, but also is beneficial to the development of the tea public brand. With the development of the enterprise brand, tea enterprises can gradually desalination of the tea public brand to a certain stage, and take the enterprise brand as the main part, and make big and strong tea enterprises. Sixth, with the help of game model, the game between enterprises under the tea public brand is analyzed: the enterprise should improve the consciousness and realize the benefit of the cooperation and maintenance of the tea public brand. Enterprises that have damaged tea public brands take appropriate punishment mechanism. Seventh, from the internal and external level of tea enterprises, it puts forward some suggestions on the win-win behavior of the tea public brand and its member enterprises: cultivating the brand of tea enterprise, maintaining the tea public brand, improving the consciousness of cooperation, making the standardized production, integrating the brand and perfecting the regulatory mechanism. We should establish a standard system, promote industrial operation and bring into play the role of trade associations.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82

【引证文献】