“湘西黄金茶”品牌形象认知提升策略研究——基于问卷调查的数据分析

Study on Promotion Strategy of Brand Image of "Xiangxi Golden Tea" : Data Analysis Based on Questionnaire Survey

本文基于问卷调查数据测度了消费者对“湘西黄金茶”的品牌形象认知,发现“湘西黄金茶”品牌形象认知显著低于“西湖龙井茶”等国内知名茶叶品牌,在产品形象维度方面具有优势,但企业形象和消费者形象维度没有优势。因此,应培育壮大龙头企业、打造绿色生态产品,系统提升“湘西黄金茶”品牌认知。

Based on the questionnaire survey data, this paper measured the consumers′ brand image cognition of "Xiangxi Golden Tea", and found that the brand image cognition of "Xiangxi Golden Tea" was significantly lower than that of domestic well-known tea brands such as "Xihu Longjing Tea". "Xiangxi Golden Tea" had advantages in product image dimension, but there was no advantages in corporate and consumer image dimensions. Therefore, we should cultivate and strengthen leading enterprises, create ecological green products, and systematically enhance the brand image of "Xiangxi Golden Tea".