基于消费者视角的茶叶企业品牌资产模型构建和实证研究  

An Empirical Research on the Conceptual Model of Tea Enterprise Brand Equity Based on the consumer

作　　者：陈凌文[1,2] 杨江帆[1,2] 

机构地区：[1]福建农林大学经济学院,福州350002 [2]福建农林大学茶业科技与经济研究所,福州350002

出　　处：《林业经济问题》2013年第5期470-475,共6页Issues of Forestry Economics

摘　　要：采用问卷调查的方式,参考国内外学者的研究成果,提出了基于消费者视角的茶叶企业品牌资产的概念模型,在理论和实证相结合的情况下,得出茶叶企业品牌资产由品牌知晓度、品牌形象、感知质量和品牌忠诚度4个维度构成,非货币性销售促进方式对茶叶企业品牌资产的建立更有利。品牌资产是茶叶企业最重要的战略资源,企业应加强这四个维度的建设管理,并在营销活动中开发和应用更多的非货币性销售促进工具,从而茶叶企业才能在日益残酷的竞争环境中占有优势。By summarizing research results at home and abroad to put forward the concept of tea enter- prise brand equity mode based on consumer perspective. The tea enterprise brand equity is consist of brand reputation, brand image, brand quality and brand loyalty. Non -monetary sales promotion way have much more advantageous to the establishment of tea enterprise brand equity. Brand equity is the most important strategic resources for tea enterprises. So tea enterprises should take more construction for the management of four dimensions, and develop more non - monetary sales promotion tools in marketing activities. Thus the tea enterprise will have much more advanteous in the increasingly fierce com-petition environment.

关 键 词：品牌资产 消费者视角 销售促进 

分 类 号：F273.4[经济管理—企业管理]