基于HIROSE模型的茶叶企业品牌价值评估实证分析

基于Interbrand和Financial World等的茶叶品牌价值评估方法,时间和人力成本投入都较大,评估结果的主观性也较强。本文将广泛应用于电子、纺织等领域的HIROSE模型借鉴到茶叶领域,以茶叶上市公司为对象,对我国茶叶企业品牌价值进行实证研究。结果表明,价格优势动因对产品品牌价值影响程度较大,而忠诚度动因和扩张力动因对品牌价值的影响程度较弱于价格优势,但其依然是品牌价值的驱动因素。茶企需要创新营销渠道、加大广告宣传力度、打造差异化品牌等策略来提升品牌价值。

Empirical Analysis of Brand Value Evaluation of Tea Enterprises Based on HIROSE Model

The evaluation methods of tea brand value based on Interbrand,Financial World,etc.,have a large investment of time and human cost,and the subjectivity of the evaluation results is also strong.HIROSE model,which is widely used in electronic,textile and other fields is used for reference in the field of tea,taking tea listed enterprises as the research object,this paper makes an empirical study on the brand value of tea enterprises in China.The results show that the prestige driver has a greater impact on product brand value,while the loyalty driver and expansion driver have a weaker impact on brand value than prestige driver,but they are still the driving factors of brand value.Tea enterprises need to innovate marketing channels,increase advertising efforts,create differentiated brands and other strategies to enhance brand value.