武夷茶品牌评价指标体系构建探析

【目的/意义】在当今武夷岩茶市场竞争纷繁复杂,甚至乱象频出的情况下,品牌评价已经成为治理武夷岩茶价格乱象和促使企业良性竞争与规范发展的一个重要手段。文章通过探讨建立科学、有效的武夷茶品牌评价指标体系为岩茶市场的治理和岩茶品牌的塑造提供帮助。【方法/过程】文章通过借鉴品牌资产五星概念模型的5个维度,分析武夷岩茶产业特有的市场经济情况,并在此基础上选取了兼顾利益相关者、市场以及中间层面的品牌评价指标作为研究内容构建武夷茶品牌评价指标体系。【结果/结论】从茶品牌显著度、茶品牌功效、茶品牌联想度、茶品牌忠诚度、茶品牌企业企业社会贡献度5个方面提出武夷茶品牌评价指标体系,并构建指标体系层次结构图。通过反映武夷岩茶品牌价值评价的构成因子,为评价武夷岩茶的品牌价值并为武夷岩茶品牌今后的发展战略提供全新的视野。

Analysis on the Establishment of Evaluation Index System of Wuyi Tea Brand

【Objective/Meaning】In today’s market of Wuyi rock tea,the competition is complicated and even chaotic,so brand evaluation has become an important means to control the price chaos of Wuyi rock tea and promote the healthy competition and standardized development of enterprises.The establishment of scientific and effective evaluation index system of Wuyi tea brand was discussed in this paper,thus to provide help for the management of rock tea market and the building of rock tea brand.【Methods/Procedures】By referring to the five dimensions of the five-star concept model of brand equity,the unique market economic situation of Wuyi rock tea industry was analyzed,On this basis,the brand evaluation index system of taking into account the stakeholders,market and the middle level was selected as the research content to construct the evaluation index system of Wuyi tea brand.【Results/Conclusions】The evaluation index system of Wuyi tea brand was put forward from the five aspects:tea brand significance,tea brand efficacy,tea brand association,tea brand loyalty and social contribution of tea brand enterprises,and the of index system was also constructed.By reflecting the component factors of the brand value evaluation of Wuyi rock tea,it provided a new perspective for the evaluation of the brand value of Wuyi rock tea and the future development strategy of Wuyi rock tea brand.