中国茶叶品牌个性维度构建研究

Research on the Construction of Individuality Dimension of Chinese Tea Brand

我国是茶叶大国,但是学术界关于中国茶叶品牌的研究并不多见,专门针对中国茶叶品牌个性的研究几乎没有。本文旨在构建出一套中国茶叶品牌个性维度的专属量表,归纳中国茶叶品牌个性特点,通过归纳法生成中国茶叶个性词汇,利用探索性因子分析开发中国茶叶品牌个性量表,在中国文化背景下将其维度阐释为"仁,雅,义,朴"四个维度,最后提出建议和未来研究方向。

China is a big tea country, but the academic community on the Chinese tea brand research is rare, specifically for the Chinese tea brand personality research. This paper aims to construct a set of Chinese women's personality brand personality scale,summed up the characteristics of Chinese tea brand personality,through the induction of Chinese tea personality vocabulary,the use of exploratory factor analysis of the development of China's tea brand personality scale,in the Chinese cultural background The dimension is interpreted as 'benevolence,elegant,Righteousness,simple' four dimensions,and finally put forward suggestions and future research direction.