福建茶业品牌生态系统的指标构建与评价

为探索福建茶业品牌经营的适宜策略，基于品牌生态学视角勾勒福建茶叶品牌生态系统的关键指标体系，运用层次分析法确定各指标要素的权重水平，从而判断出福建品牌茶业发展的关键路径与要素倚重。研究表明，产品资质及企业运作是茶叶品牌发展的关键要素，其中安全性指标和企业的品牌管理能力及市场拓展力对于茶叶品牌的竞争力提升最为重要。此外，茶农的安全生产及政府的市场管理力度、茶业协会的行业规范力度都对茶叶品牌的市场成长发挥重要影响。而就消费市场而言，必须注重消费者品牌忠诚度的培育以及依据目标市场的总体经济发展状况与文化消费习惯进行茶叶品牌经营。

Index Building and Evaluation of Fujian Tea Brand Ecosystem

In order to explore the proper managing strategy of Fujian tea brand,the paper outlined the key index system of Fujian tea brand ecological system from the perspective of brand ecology,and used the AHP to determine the weight standards of each element of the system,thus pointed out the key path and emphasized elements of Fujian tea brand development.Research showed that,product aptitude and the operation of enterprise were key points of tea brand development,especially the safety index,brand management ability of enterprise and marketing capability were the most important elements to promote the competitive power of tea brand.In addition,production safety of tea planter,market supervision dimension of government and industry supervision dimension of tea associations had great influence on the growth of tea brand market.As for consumer market,it was necessary to cultivate customers ＇ loyalty to brand,as well as manage tea brand based on the overall economic development of target market and culture consumption custom.