茶叶品牌质量提升路径研究——基于品牌个性视角

摘要：

品牌个性是品牌的核心特征，它能够与其他竞争对手区分开来，增强品牌的竞争力。然而中国茶叶品牌的同质化严重制约茶行业的发展，塑造个性化品牌是茶企迫切的需求。本文基于消费者参与视角，对CHALI茶里、竹叶青、八马、立顿开展多案例研究，通过内容编码分析，构建了品牌个性形成的内在机理模型。研究发现，品牌个性的形成受到品牌理念、产品的质量价值、符号价值和情感价值的影响。先进的品牌理念有助于指导茶叶企业通过标准化运营与管理生产稳定的高质量产品，符号价值传播和情感价值传递通过与消费者的互动，共同塑造独特的品牌个性。本研究拓展了品牌个性的相关理论，对茶叶品牌质量提升具有一定的实践启示。

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.

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。

作者简介：朱自平，硕士研究生，研究方向为品牌管理。黄文茵，硕士，助教，研究方向为品牌管理、财务管理。谭凌波，通信作者，博士，副教授，研究方向为品牌管理、市场监管与质量治理。