标准科学Issue(12)：119-125,7.DOI:10.3969/j.issn.1674-5698.2023.12.020
茶叶品牌质量提升路径研究
Study on the Quality Improvement Method of Tea Brands
摘要
Abstract
Brand feature is the core characteristic of a brand,which can distinguish it from other competitors and enhance its competitiveness.However,the homogenization of Chinese tea brands seriously restricts the development of the tea industry,and shaping personalized brands is an urgent need for tea enterprises.From the perspective of consumer engagement,this paper conducts multiple case studies on CHALI,Zhuyeqing,Bama,and Lipton,and constructs an internal mechanism model for brand feature formation through content encoding analysis.It is found that the formation of brand characteristic is influenced by the brand concept,product quality value,symbolic value,and emotional value.Advanced brand concepts help guide tea enterprises to produce stable and high-quality products through standardized operation and management.Symbolic value dissemination and emotional value transmission work together to shape unique brand characteristics through interaction with consumers.This study also provides reference for improving the quality of tea brands based on case analysis results.关键词
品牌个性/形成机理/品牌理念/感知价值/消费者参与Key words
brand characteristics/formation mechanism/brand concept/perceived value/consumer engagement引用本文复制引用
朱自平,黄文茵,谭凌波..茶叶品牌质量提升路径研究[J].标准科学,2023,(12):119-125,7.基金项目
本文受国家社科基金"秩序与安全视角下市场监管促进高质量发展的机制与模式研究"(项目编号:21BJY032),浙江省社科规划:技术标准推动"一带一路"互联互通的效果研究(项目编号:21NDJC087YB)资助. （项目编号:21BJY032）
