茶叶企业品牌生态位影响因素及竞争策略分析

Analysis of Influencing Factors and Competitive Strategies of Tea Enterprise Brand Niche

为了找出影响区域品牌下茶叶企业品牌发展的因素,进一步提升区域品牌下茶叶企业品牌发展水平,笔者引入生态位相关理论,分析了区域品牌下茶叶企业品牌的发展问题。首先,基于生态位态势理论,分别分析了影响茶叶企业品牌“态”和“势”的因素,前者有地理标志区域品牌、企业规模、茶叶企业品牌覆盖面、产品品牌,后者有茶叶企业的技术研发能力、品牌忠诚度、企业管理水平、企业人才资源、可利用的外部资源。在此基础上,以陕西茶叶企业品牌为例,从生态宽度、生态位重叠度2个方面分析了茶叶企业品牌的生态位,并提出了茶叶企业应该选择差异化战略,避免恶性竞争;建立品牌联盟,扩大生态位空间;量力而为,注重战略规划;提高产品品质,建立品牌形象;转变观念,加强品牌保护等策略。

In order to find out the factors that influence the development of tea enterprise brand under regional brand and further improve the development level of tea enterprise brand under regional brand,the theory of ecological niche was introduced to analyze the development of tea enterprise brand under regional brand.Firstly,based on the theory of niche situation,the factors affecting the brand‘state’and‘potential’of tea enterprises were analyzed respectively.The former includes geographical indication regional brand,enterprise scale,tea enterprise brand coverage and product brand.The latter includes tea enterprise technology research and development ability,brand loyalty,enterprise management level,enterprise human resources and available external resources.Based on this,Shaanxi tea brand was taken as an example,and the niche of the tea brand was analyzed from two aspects of ecological width and niche overlap degree.Finally,it was put forward that the tea enterprises should choose the differentiation strategy,avoid vicious competition,establish brand alliance,expand niche space,act accordingly,pay attention to strategic planning,improve product quality and establish brand image,change ideas and strengthen brand protection.