茶叶区域公共品牌价值共创机制研究——以安吉白茶为例

Value Co-Creating Mechanism of TeaRegional public brand——A Case Study of 'Anji White Tea' Brand

本研究聚焦于茶叶区域公共品牌价值共创的产生缘由、发生过程以及结果,以茶叶产业中龙头企业及其协同整合的利益相关者为研究对象,运用单案例研究方法,探讨了服务平台、公共品牌价值共创活动以及品牌绩效等构件的内涵以及它们之间的相互作用机制。选择安吉白茶为案例研究对象,分析其价值共创的过程。研究表明,服务平台包括有形模块和无形模块两部分,是茶叶区域公共品牌价值共创的基础;茶叶公共品牌价值共创是平台领导者通过与利益相关者在对话、获取、风险评估和透明性四大模块上的交互共同创造品牌价值;茶叶产业中多重利益主体的品牌价值共创活动会导致公共品牌绩效的改善。

This paper focuses on value co-creation’s reason and occurring process and outcome of tea regional public brand,takes leading enterprises and stakeholders integrated and synergized as the research object,analyze the meaning and interaction mechanism of the key constructs including service platform, value co-creation activities and brand performance through a case study of “anji white tea” brand.The study finds that service platform which includes physical module and intangible module is the solid foundation of value co-creation of tea regional public brand; leading enterprises and stakeholders co-create brand value by interacting with others based on DART model （dialogue,access,risk assessment and transparency）. The above activities will lead to public brand performance improvemen.