安徽省茶叶企业品牌竞争力评价研究

Evaluation of Brand Competitiveness of Anhui Tea Enterprises

以安徽省茶叶企业为研究对象,结合问卷调查,运用因子分析法,从品牌管理能力、品牌市场能力、品牌关系维护能力以及品牌基础能力四个方面入手,建立安徽省茶叶企业品牌竞争力评价体系。选用具有安徽区域代表性的四大名茶代表企业——谢裕大茶叶股份有限公司、黄山市猴坑茶业有限公司、安徽省祁门红茶发展有限公司和安徽省六安瓜片茶业股份有限公司,进行茶叶企业品牌竞争力测度。结果表明:安徽省茶叶企业品牌竞争力不高,四家代表企业内部在品牌竞争力的不同方面存在短板。因此,建议通过完善品牌服务体系、整合供应链、健全市场环境及品牌管理体系等来促进安徽省茶叶企业品牌竞争力提升。

This paper takes some tea enterprises of Anhui province as the study object, and uses the factor analysis method to establish an evaluation system for the brand competitiveness of the enterprises. The evaluation is based on a questionnaire survey and starts from the four aspects of brand management ability, brand marketing ability, brand maintenance ability and brand fundamental ability. Moreover, this paper chooses four representative local tea enterprises, which include Xie Yuda, Huangshan Houkeng, Anhui Qimen Black Tea and Anhui Lu’an Guapian, and measures their brand competitiveness. Study results show that, the enterprises do not have a high competitiveness and they have different shortcomings in different aspects. Thus, it is necessary to perfect brand service system, integrate supply chain, and improve market environment and brand management system so as to further enhance the brand competitiveness of Anhui tea enterprises.