地理标志品牌成长下的福建茶叶企业行为特征研究  

On Behavioral Characteristic of Fujian Tea Enterprises under the Growth of Geographical Indication Brand

作　　者：谢向英[1,2] 杨江帆[1,2] 杨朝英[1] 管曦[1,2] 

机构地区：[1]福建农林大学经济与管理学院,福州350002 [2]福建农林大学茶叶与经济研究所,福州350002

出　　处：《林业经济问题》2013年第1期74-79,共6页Issues of Forestry Economics

基　　金：国家社会科学基金资助项目(09CJY057)

摘　　要：以福建五大茶区187家茶叶企业的调查数据为基础,分析在地理标志品牌建设与地方特色茶业形成过程中相关企业所受到的影响以及他们对地理标志品牌的认知情况和参与意愿及相关行为。研究结果表明:茶叶企业普遍肯定"地理标志"的市场意义,是其品牌化成长的主要推手;茶叶企业一旦确定使用"地理标志"商业标记,就会综合运用各种手段强调其对本企业产品"正宗性"的暗示;但茶叶企业对地理标志的运用,主要偏重于单纯性地消耗其历史文化声誉,忽略对其品牌价值的市场培育与维护;对于地理标志的品牌建设与推广工作,茶叶企业倾向性地支持由政府来主导与担当该项工作。The paper analyses influence on related enterprises and their ingness and related behavior about geographical indication brand during cognition, participation will- the construction of geograph- ical indication brand and formation of local special tea industries, based on the investigation of 187 tea enterprises from five tea areas of Fujian. The research shows, tea enterprises commonly accepted the marketing importance of geographical indication, which was the main motivation of brand growth. Once tea enterprises decided to use the commercial mark of geographical indication, they would use all kinds of ways to emphasize its authentic hint on their own products. However, at present, tea enter- prises mainly emphasized simply on consuming historical and cultural reputation of geographical indica- tion while using it, ignoring the market development and maintenance of brand value. As to brand construction and promotion of geographical indication, tea enterprises tended to support the govern- ment to lead and undertake the job.

关 键 词：地理标志 品牌 茶叶企业 经营行为 

分 类 号：F326.25[经济管理—产业经济]