基于AHP和PSO方法的茶企业品牌溢价因素定量研究

品牌溢价在茶企业运营中有重要意义,品牌附加值决定价值取向。通过150份调查问卷和专家评议,建立产品质量、品牌独特性、品牌实力等3个中间层因子,产地生态、加工技术、生产规模、品牌个性化形象等9个底层因子。采用层次分析法（AHP）对各因子进行定量分析,并用粒子群优化算法（PSO）提高结果准度,建立茶企业品牌溢价定量模型,得出品牌知名度和产地生态是影响品牌溢价最重要的因子。同时,根据不同品牌类型,选择小罐茶、七彩云南、谢裕大、梅山崖四大品牌进行实证研究,分析其品牌溢价能力,并对之提出建议。

Quantitative Analysis on Brand Premium Factors of Tea Enterprises Based on AHP and PSO

Brand premium is of great significance in the marketing operation of tea companies, and it is affected by many factors. Through 150 questionnaires and expert reviews, three first level factors, namely product quality, brand uniqueness and brand strength, and nine second level factors, including origin ecology, processing technology, production scale and brand personalized image were established. Meanwhile, the Analytic Hierarchy Process (AHP) was used to quantitatively analyze each factor. The Particle Swarm Optimization (PSO) was applied to improve the accuracy of results. A quantitative model of tea brand premium was built. It was found that brand awareness and origin ecology were the most important factors affecting brand premium. Then, according to different brand types, four brands of tea enterprises were selected to conduct empirical research, analyze their brand premium capabilities, and make recommendations.