基于大数据与贝尔模型的中外茶叶品牌认知差异研究——以吴裕泰与立顿为例  

Research on the Cognitive Differences of Chinese and Foreign Tea Brands Based on Big Data and Bell Model——Take Wu Yutai and Lipton as an example

作　　者：袁胜军[1,2] 蔡丹 苏鑫 YUAN Sheng-jun;CAI Dan;SU Xin(Guilin University of Electronic Technology,Guilin 541004,China;China-ASEAN Information Port Digital Economy Research Institute,Guilin 541004,China;Tsinghua University,Beijing 100084,China)

机构地区：[1]桂林电子科技大学商学院,广西桂林541004 [2]中国东盟信息港数字经济研究院,广西桂林541004 [3]清华大学工程物理系,北京100084

出　　处：《数学的实践与认识》2021年第10期90-105,共16页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71862008);教育部人文社科基金(18XJA630007);广西哲学社会科学项目(17BGL004)。

摘　　要：茶叶具有极高的经济价值且在中国农业经济中占有举足轻重的地位,但中国茶业企业长期以来处于"有名茶无名牌"的现状,这严重阻碍了它在国内外市场上的竞争与发展,而提升品牌形象可以使企业具有极大的品牌价值与市场竞争力.采用"大数据+问卷调查"的方式收集数据,对比分析中国市场上消费者对中国茶叶企业品牌代表(吴裕泰)与国际知名品牌(立顿)的品牌认知与评价差异,探寻中国茶叶企业品牌形象提高的影响因素.通过用户的线上搜索痕迹,勾勒出的消费者人群画像可知:中国消费者对立顿总体品牌形象感知大于吴裕泰.此外,实证结果进一步表明:产品形象、企业形象、使用者形象对茶叶品牌的影响力依次递减.基于中外茶叶企业品牌认知差异展开研究,以期为我国龙头茶叶企业创建成中国版的"立顿"强势茶叶品牌提供战略指引和方向,也为后续茶叶行业开展品牌实证研究奠定理论基础.Tea has extremely high economic value and occupies a pivotal position in China’s agricultural economy.However,Chinese tea enterprises have long been in the status quo of"famous tea without famous brand",which has seriously hindered its competition and development in the domestic and foreign markets.The promotion of brand image can make enterprises have great brand value and market competitiveness.This article uses the "big data+questionnaire survey" method to collect data,compares and analyzes the differences in brand recognition and evaluation of Chinese tea company brand representatives(Wu Yutai)and internationally renowned brands(Lipton) in the Chinese market,and explores Chinese tea companies Factors influencing the improvement of brand image.Through the user’s online search traces,the outline of the consumer population shows that:Chinese consumers have a greater perception of Lipton’s overall brand image than Wu Yutai.In addition,the empirical results further show that the influence of product image,corporate image,and user image on the tea brand decreases in order.This article is based on the research on the differences in brand cognition between Chinese and foreign tea companies,in order to provide strategic guidance and direction for the leading tea companies in my country to create the Chinese version of the "Lipton" strong tea brand,and to lay a theoretical foundation and reference for subsequent brand empirical research in the tea industry.

关 键 词：品牌认知 茶叶企业品牌 贝尔模型 大数据 

分 类 号：F416.82[经济管理—产业经济] F273.2F224