茶叶区域公用品牌整合绩效影响因素分析——基于茶叶企业视角  

Analysis of Factors Affecting the Integration Performance of Tea Regional Public Brands——From on the Perspective of Tea Companies

作　　者：李道和[1] 叶丽红 陈江华 刘若 LI Daohe;YE Lihong;CHEN Jianghua;LIU Ruo(School of Humanities and Public Administration,Jiangxi Agricultural University,Nanchang 330045,China;School of Economics and Management,Jiangxi Agricultural University,Nanchang 330045,China;Jiangxi Rural Revitalization Strategy Research Institute,Jiangxi Agricultural University,Nanchang 330045,China)

机构地区：[1]江西农业大学人文与公共管理学院,江西南昌330045 [2]江西农业大学经济管理学院,江西南昌330045 [3]江西农业大学江西省乡村振兴战略研究院,江西南昌330045

出　　处：《茶叶科学》2020年第4期544-554,共11页Journal of Tea Science

基　　金：江西省现代农业产业技术体系建设专项资金-江西省茶叶产业经济岗位专家项目(JXARS-02)。

摘　　要：为缓解突出的“一品多牌”问题,江西省实行了茶叶品牌整合策略,以加快茶叶产业发展。本文基于江西省茶叶企业调研数据,运用结构方程模型,从茶叶企业视角实证分析了茶叶区域公用品牌整合绩效的影响因素。结果显示,政策扶持对茶企参与区域公用品牌整合绩效是通过作用于企业内部管理间接产生显著的正向影响,有助于促进企业内部管理水平提升;品牌监管、营销推广、产业发展条件对茶企参与区域公用品牌整合绩效均有显著的正向影响。因此,加强区域公用品牌监管、提高产品营销推广能力、优化产业发展环境有助于改善茶叶企业经营绩效。In order to alleviate the outstanding problem of“One Product with Multiple Brands”,Jiangxi Province implemented a tea brand integration strategy to accelerate the development of the tea industry.Based on the survey data of tea enterprises in Jiangxi Province,this paper empirically analyzed the influencing factors of tea regional public brand integration performance from the perspective of tea enterprises.The results show that the direct effect of policy support on the participation of tea enterprises in regional public brand integration performance did not pass the significance test.Instead,it directly affected the business performance of tea enterprises through acting on the internal management of the company.The policy support helped to promote the internal management of the enterprise.Brand supervision,marketing promotion,industrial development conditions had significant and positive impacts on the regional public brand integration performance of tea companies.Therefore,strengthening the regional public brand supervision,improving product marketing and promotion capabilities,and optimizing the industrial development environment would help improve the business performance of tea companies.

关 键 词：茶叶 区域公用品牌 品牌整合 绩效 结构方程模型 

分 类 号：S571.1[农业科学—茶叶生产加工] F307.12[农业科学—作物学]