消费者视角下我国茶产业区域品牌资产评估模型研究——以四川省什邡红白茶为例  

Research on the Regional Brand Equity Assessment Model of China’s Tea Industry from the Perspective of Consumers--Taking Shifang Black and White Tea of Sichuan Province as an Example

作　　者：廖宇轩 颜晓慧 杨婷[1] 张席郦 陈志鹏 LIAO Yuxuan;YAN Xiaohui;YANG Ting;ZHANG Xili;CHEN Zhipeng(Sichuan Agricultural University Chengdu,Sichuan 611830)

机构地区：[1]四川农业大学,四川成都611830

出　　处：《中国商论》2023年第12期143-146,共4页China Journal of Commerce

基　　金：四川农业大学校级科研兴趣培养计划项目(20231034)。

摘　　要：茶树是中国最先产生名牌意义的农作物之一,茶树品牌效应不断得以营造和发扬。茶产业是我国的传统产业,四川省种植茶树具有得天独厚的地理优势,是世界茶树的发源地之一。本文以中国四川省什邡红白茶为主要测试品牌进行调查后,建立了中国茶产业区域品牌资产评估模型并提出相关假设,运用SPSS和AMOS软件对样本数量进行分析,研究并实证了中国茶叶区域品牌资产的品牌知名度、品种联想、品质认知、品牌关系、品牌资产五个维度之间的关系,以期对中国茶叶品牌资产建设提供参考。The tea tree is one of the first crops in China to have the significance of a brand name,and the brand effect of the tea tree is constantly being created and carried forward.The tea industry is traditional in China,and Sichuan Province has a unique geographical advantage in growing tea trees,being one of the birthplaces of tea trees in the world.In this paper,after conducting a survey on Shifang black and white tea as the main test brand in Sichuan Province,China,a model for assessing the regional brand equity of China’s tea industry was established and relevant hypotheses were put forward.SPSS and AMOS software are used to analyze the sample size,the relationship between the five dimensions of brand awareness,variety association,quality perception,brand relationship,and brand equity of China’s tea regional brand equity was studied and empirically proven,to provide a reference for the construction of brand equity of Chinese tea.

关 键 词：茶叶 品牌 区域品牌资产 评估模型 红白茶 

分 类 号：F127[经济管理—世界经济]