中国茶叶品牌塑造影响因素实证分析

发布时间：2018-12-11 18:26

【摘要】：在国际商务活动越来越密集的今天,国际企业间的竞争已经不仅仅是价格、技术上的竞争,更是品牌上的竞争,可以说国际商务环境已经进入了一个“品牌竞争”的时代。外贸品牌建设对于我国转变外贸形式和调整对外贸易结构非常重要,能增强企业国际竞争力。而茶叶作为我国重要的农产品之一,关系人们日常生活,同时也是我国重要的出口农产品,在外贸体系中有着十分重要的作用。我国茶叶企业作为茶叶出口的主体,在茶叶品牌的塑造中扮演着关键角色。目前,我国茶叶企业普遍呈现出茶叶品牌缺失的状况,在国际市场上处于竞争下风。而茶叶品牌塑造对于茶叶企业提升竞争力,占领国际市场有着至关重要的作用。因此,必须重视茶叶企业品牌塑造这一问题。本文首先在竞争优势理论和“价值链”理论的基础上,对中国茶叶行业发展及品牌建设现状进行了分析,认为我国茶叶行业在产量和出口总量上都呈现增长态势,但在国际上竞争优势不明显。而在茶叶品牌建设上,呈现出区域公共品牌众多,而茶叶企业品牌缺乏的局面。其次,文章进一步对我国茶叶品牌塑造的影响因素做了AHP实证分析,将我国茶叶品牌塑造影响因素分为五大类：品质因素、企业内部环境因素、行业外部环境因素、市场营销因素、其他因素。并在此基础上对各因素进行细分,得出16种影响因素,构建起层次结构模型,计算出这些因素对于茶叶品牌塑造的相对重要性权重,并进行重要性排序。分析结果表明：品质因素是品牌塑造最为关键的因素,企业内部环境因素次之,而行业外部环境和市场营销因素具有类似的重要性,其他因素中的茶文化建设相对次要；在16种细化因素中茶树品种选取、经营模式、采制加工方式、技术创新、品牌定位等的重要性依次递减。最后根据实证分析结果,提出塑造中国茶叶品牌的针对性的对策与建议。
[Abstract]:Today, the international business activities are more and more intensive, the competition among international enterprises is not only the competition of price, technology, but also the competition of brand, it can be said that the international business environment has entered the era of "brand competition". The construction of foreign trade brand is very important for our country to change the foreign trade form and adjust the foreign trade structure, which can enhance the international competitiveness of enterprises. As one of the most important agricultural products in China, tea plays a very important role in the foreign trade system, which is related to people's daily life and is also an important export agricultural product of our country. As the main body of tea export, Chinese tea enterprises play a key role in the shaping of tea brand. At present, China's tea enterprises generally show the lack of tea brands, in the international market in the competition. The shaping of tea brand plays an important role in improving the competitiveness of tea enterprises and occupying the international market. Therefore, we must pay attention to the tea brand shaping this problem. Based on the theory of competitive advantage and the theory of "value chain", this paper analyzes the current situation of tea industry development and brand construction in China. But in the international competitive advantage is not obvious. In the tea brand construction, there are many regional public brands, and the lack of tea brand. Secondly, the paper makes a AHP empirical analysis on the influencing factors of tea brand shaping in China, and divides the influencing factors into five categories: quality factors, internal environmental factors of enterprises, and external environmental factors of the industry. Marketing factors, other factors. On this basis, the factors are subdivided, and 16 kinds of influencing factors are obtained, the hierarchical structure model is constructed, and the relative importance weight of these factors for tea brand molding is calculated, and the importance ranking is carried out. The results show that: the quality factor is the most important factor in brand shaping, the internal environment factor is the second, and the external environment and marketing factor are of similar importance, the other factors are relatively secondary to the tea culture construction; Among the 16 fine factors, the importance of tea variety selection, management mode, processing mode, technological innovation and brand positioning decreased in turn. Finally, according to the results of empirical analysis, the paper puts forward some countermeasures and suggestions for shaping Chinese tea brands.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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