永春佛手茶品牌认知对茶叶消费者意愿的影响研究

发布时间：2018-03-23 13:30

本文选题：品牌认知　切入点：消费意愿　出处：《福建农林大学》2017年硕士论文

【摘要】：永春佛手茶产业作为永春县政府重点发展的支柱性产业之一,是永春县最主要的茶叶品种,是乌龙茶中的优良品种,是国家认证地理标志产品,其发展历史悠久,形成了一定的品牌。品牌认知是品牌价值形成的起点,近年来,永春佛手茶这一区域品牌在不断发展,就2016年中国茶叶区域公共品牌价值排行来看,永春佛手茶品牌价值为14.84亿元,排在31位,属于中上水平[1]。与排名前十的安溪铁观音、信阳毛尖、云南普洱茶等区域茶叶公共品牌相比,永春佛手茶仍然存在较大差距。因此,提升消费者对这一区域茶叶品牌的认知度,进而带动永春佛手茶消费市场的扩张,对于永春佛手茶产业的发展,具有重要的现实意义。本研究通过对品牌认知与消费意愿等相关理论研究的归纳梳理,以计划行为理论为基础,通过品牌知名度、品牌联想、品牌社会形象、感知质量与感知价值五个维度构建品牌认知,在此基础上,进一步构建消费者的品牌认知对永春佛手茶消费意愿影响的模型,研究消费者品牌认知对永春佛手茶消费意愿的影响。研究结果显示,茶叶品牌认知的五个构成要素对消费者选购永春佛手茶的消费意愿都有显著性正向影响,消费者特征中的性别、月收入在品牌认知对消费者选购永春佛手茶时的消费意愿有显著性影响,年龄、学历则无显著性影响。基于以上研究结论,结合永春佛手茶产业发展概况、品牌发展概况与茶叶消费趋势,论文最终提出了适合永春县地域特征、资源优势和产业特点的永春佛手茶品牌建设策略。
[Abstract]:As one of the pillar industries of Yongchun county government, Yongchun Buddha tea industry is one of the most important tea varieties in Yongchun county. It is a fine variety in oolong tea and a national certified geographical indication product. It has a long history of development. Brand cognition is the starting point for the formation of brand value. In recent years, Yongchun Buddhist tea, a regional brand, has been developing continuously. In terms of the value ranking of Chinese tea regional public brands in 2016, The brand value of Yongchun Buddhist tea is 1.484 billion yuan, ranking 31, which belongs to the middle and upper level [1]. Compared with the top 10 regional tea public brands such as Anxi Tieguanyin Tea, Xinyang Maojian Tea, Yunnan Pu'er tea, there is still a big gap between Yongchun Buddhist tea and other regional tea public brands. To promote consumers' awareness of the tea brands in this region, and thus to promote the expansion of the consumption market of Yongchun Buddhist tea, and to promote the development of Yongchun Buddhist tea industry. This study is based on the theory of planning behavior, brand awareness, brand association, brand social image, and so on. On the basis of the five dimensions of perceived quality and perceived value, the model of the influence of consumers' brand cognition on Yongchun Buddhist tea consumption will be constructed. The results show that the five components of tea brand cognition have a significant positive effect on consumers' consumer willingness to buy Yongchun Buddhist tea. Gender and monthly income in consumer characteristics have significant influence on consumers' consumption intention when choosing and buying Yongchun Buddhist tea, while age and education have no significant influence. Combined with the general situation of Yongchun Buddhist tea industry, brand development and tea consumption trend, the paper finally put forward the Yongchun Buddhist tea brand construction strategy suitable for Yongchun County regional characteristics, resource advantages and industrial characteristics.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F426.82;F273.2

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