茶叶地理标志品牌对区域茶业竞争力影响机制分析

从消费者行为学和微观经济学的视角,分析了地理标志品牌对区域茶业竞争力的影响机制.研究发现：地理标志品牌通过信息搜集系统进入消费者的视野,改变消费者原有的信息排序,成为质量鉴别的一个重要外部线索;并通过产品体验反馈系统,形成对品牌产品的正强化,推动需求曲线外移,最终实现“原产地”产品竞争力的提升.实现产品体验的正强化,需要拓宽消费者信息搜集渠道,关键之处在于建立地理标志品牌的产权保护体系,最终提升区域茶产业的竞争力.

Influence of geographical indication brands on local tea competitiveness

From the perspective of consumer behavior and microeconomics, influence of the geographical indication brands on the lo- cal tea competitiveness is analyzed. The geographical indication brands come into the consumers＇ sights through the information gath- ering system, becoming an important external cue to distinguish the quality. The positive appraisal of brands formed by good experi- ences on the products promotes the demand curve to shift, and ultimately the native products competitiveness is enhanced. However, not only the consumer information collection channels, the more critical is that the property protection on this way.