基于大数据的湘西黄金茶品牌形象认知差异分析

Analysis of Cognitive Difference of the Xiangxi Gold Tea Brand Image Based on Big Data

茶产业是湘西州精准扶贫和乡村振兴的重要支柱产业,但长期处于“有名茶而无名牌”的发展状况。本文通过构建茶叶品牌形象认知模型,运用百度指数、Python文本挖掘等方法,分析消费者对湘西黄金茶的品牌形象认知。结果表明,湘西黄金茶相较于国内知名茶叶区域公共品牌,其总体关注度较低,仅在湖南省内具有较高知名度,但消费者普遍对其本身的品质和口感等评价较高。因此,应实行母子品牌联动,提高品牌形象;推广生态化茶园种植,提升茶叶品质;强化标准化流程生产,把控产品质量等,以提升湘西黄金茶品牌形象。

Tea industry is an important pillar industry for the national policy of the targeted poverty alleviation and rural revitalization in Xiangxi Autonomous Prefecture,but it has been in a state of"well-known tea with littleknown tea brand"for a long time.To establish the cognitive model of the tea brand image,the methods of Baidu Index and text mining by Python were used to analyze consumers′perception of the brand image of Xiangxi Gold Tea.It can be found that most of the customers speak highly of the quality and flavor of the Xiangxi Gold Tea.However,when compared with the famous regional public-used tea brands in China,the Xiangxi Gold Tea does not draw much attention in general.Only in Hunan Province does it enjoy relatively high popularity.Therefore,many steps can be taken to improve it′s brand image:implement co-branding of parent-brand and sub-brand;promote ecological tea garden planting for the tea quality improvement;strengthen standardized production process to control the product quality.