茶叶区域公用品牌整合绩效影响因素分析——基于茶叶企业视角

doi:10.13305/j.cnki.jts.20200612.001

茶叶科学 ›› 2020, Vol. 40 ›› Issue (4): 544-554.doi: 10.13305/j.cnki.jts.20200612.001

茶叶区域公用品牌整合绩效影响因素分析——基于茶叶企业视角

李道和¹, 叶丽红², 陈江华^3,*, 刘若²

1.江西农业大学人文与公共管理学院,江西南昌 330045;
2.江西农业大学经济管理学院,江西南昌 330045;
3.江西农业大学江西省乡村振兴战略研究院,江西南昌 330045

收稿日期:2019-09-10 修回日期:2019-11-09 出版日期:2020-08-15 发布日期:2020-08-18
通讯作者: *chenjianghua.2009@163.com
作者简介:李道和,教授,硕士生导师,主要从事茶叶经济与管理研究,lidaohe16@163.com。
基金资助:
江西省现代农业产业技术体系建设专项资金-江西省茶叶产业经济岗位专家项目（JXARS-02）

Analysis of Factors Affecting the Integration Performance of Tea Regional Public Brands——From on the Perspective of Tea Companies

LI Daohe¹, YE Lihong², CHEN Jianghua^3,*, LIU Ruo²

1. School of Humanities and Public Administration, Jiangxi Agricultural University, Nanchang 330045, China;
2. School of Economics and Management, Jiangxi Agricultural University, Nanchang 330045, China;
3. Jiangxi Rural Revitalization Strategy Research Institute, Jiangxi Agricultural University, Nanchang 330045, China

Received:2019-09-10 Revised:2019-11-09 Online:2020-08-15 Published:2020-08-18

摘要/Abstract

摘要： 为缓解突出的“一品多牌”问题,江西省实行了茶叶品牌整合策略,以加快茶叶产业发展。本文基于江西省茶叶企业调研数据,运用结构方程模型,从茶叶企业视角实证分析了茶叶区域公用品牌整合绩效的影响因素。结果显示,政策扶持对茶企参与区域公用品牌整合绩效是通过作用于企业内部管理间接产生显著的正向影响,有助于促进企业内部管理水平提升;品牌监管、营销推广、产业发展条件对茶企参与区域公用品牌整合绩效均有显著的正向影响。因此,加强区域公用品牌监管、提高产品营销推广能力、优化产业发展环境有助于改善茶叶企业经营绩效。

关键词: 茶叶, 区域公用品牌, 品牌整合, 绩效, 结构方程模型

Abstract: In order to alleviate the outstanding problem of “One Product with Multiple Brands”, Jiangxi Province implemented a tea brand integration strategy to accelerate the development of the tea industry. Based on the survey data of tea enterprises in Jiangxi Province, this paper empirically analyzed the influencing factors of tea regional public brand integration performance from the perspective of tea enterprises. The results show that the direct effect of policy support on the participation of tea enterprises in regional public brand integration performance did not pass the significance test. Instead, it directly affected the business performance of tea enterprises through acting on the internal management of the company. The policy support helped to promote the internal management of the enterprise. Brand supervision, marketing promotion, industrial development conditions had significant and positive impacts on the regional public brand integration performance of tea companies. Therefore, strengthening the regional public brand supervision, improving product marketing and promotion capabilities, and optimizing the industrial development environment would help improve the business performance of tea companies.

Key words: tea, regional public brands, brand integration, performance, structural equation model

中图分类号:

李道和, 叶丽红, 陈江华, 刘若. 茶叶区域公用品牌整合绩效影响因素分析——基于茶叶企业视角[J]. 茶叶科学, 2020, 40(4): 544-554. doi: 10.13305/j.cnki.jts.20200612.001.

LI Daohe, YE Lihong, CHEN Jianghua, LIU Ruo. Analysis of Factors Affecting the Integration Performance of Tea Regional Public Brands——From on the Perspective of Tea Companies[J]. Journal of Tea Science, 2020, 40(4): 544-554. doi: 10.13305/j.cnki.jts.20200612.001.

参考文献 21

[1]	钱鼎炜. 茶叶新品种技术扩散对不同农户收入的影响——以福建省茶产区农户为例[J]. 农业技术经济, 2012(3): 65-70.Qian D W.Influence of tea new variety technology diffusion on the income of different farmers—a case study of tea farmers in fujianprovince[J]. Journal of Agrotechnical Economics, 2012(3): 65-70.
[2]	伍雁南. 中国茶叶出口国际竞争力研究[J]. 湖北社会科学, 2011(2): 88-91.Wu Y N.Study on the international competitiveness of Chinese tea export[J]. Journal of Hubei Social Sciences, 2011(2): 88-91.
[3]	何喆. 基于钻石模型的中国茶产业国际竞争力研究[J]. 农村经济, 2018(8): 25-30.He Z.Study on international competitiveness of Chinese tea industry based on diamond model[J]. Rural Economy, 2018(8): 25-30.
[4]	彭虹. 中国与“一带一路”沿线主要产茶国茶叶出口竞争力比较: 基于显示性指标的研究[J]. 重庆工商大学学报(社会科学版), 2020, 37(2): 23-30.Peng H.Comparison of tea export competitiveness between China and major tea producing countries along One Belt And One Road: research based on display indicators[J]. Journal of Chongqing Technology and Business University (Social Science Edition), 2020, 37(2): 23-30.
[5]	陈绪敖. 安康富硒茶产业品牌整合现状及对策[J]. 茶叶通讯, 2019, 46(2): 249-252.Chen X A.Status quo and countermeasures of brand integration of Ankang selenium-enriched tea industry[J]. Journal of Tea Communication, 2019, 46(2): 249-252.
[6]	刘若, 李道和. 江西省茶叶产业发展现状与对策分析[J]. 蚕桑茶叶通讯, 2018(2): 21-24.Liu R, Li D H.Analysis of tea industry in present situation and countermeasure in Jiangxi Province[J]. Newsletter of Sericulture and Tea, 2018(2): 21-24.
[7]	林梦星, 陈富桥, 杜佩, 等. 茶叶企业电子商务经营效率及其影响因素分析[J]. 茶叶科学, 2018, 38(5): 461-468.Lin M X, Chen F Q, Du P, et al.Analysis of e-commerce operation efficiency of tea enterprises and its influencing factors[J]. Journal of Tea Science, 2018, 38(5): 461-468.
[8]	罗高峰. 农产品品牌整合中的政府角色研究: 以浙江省景宁惠明茶为例[J]. 农业经济问题, 2010, 31(4): 75-79, 112.Luo G.Research on the role of government in the brand integration of agricultural products: case of Huiming tea of Jingning County, Zhejiang Province[J]. Issues in Agricultural Economy, 2010, 31(4): 75-79, 112.
[9]	康媛媛. 营销模式对茶叶企业绩效的影响分析[J]. 福建茶叶, 2018, 40(3): 416.Kang Y Y.Analysis on the influence of marketing mode on the performance of tea enterprises[J]. Tea in Fujian, 2018, 40(3): 416.
[10]	左春芳. 探究茶叶企业社会责任与财务绩效的相关性[J]. 福建茶叶, 2017, 39(4): 57-58.Zou C F.Explore the correlation between social responsibility and financial performance of tea enterprises[J]. Tea in Fujian, 2017, 39(4): 57-58.
[11]	周丽梅. 茶叶企业人力资源管理实践与创新绩效关系研究分析[J]. 福建茶叶, 2017, 39(10): 311-312.Zhou L M.Analysis on the relationship between human resource management practice and innovation performance in tea enterprises[J]. Tea in Fujian, 2017, 39(10): 311-312.
[12]	秦鲁南, 张建儒. 营业税改增值税对茶企经营绩效的影响研究[J]. 福建茶叶, 2018, 40(8): 11.Qin L N, Zhang J L.Study on the influence of replacing business tax with value-added tax on the business performance of tea enterprises[J]. Tea in Fujian, 2018, 40(8): 11.
[13]	Allen G.Place branding: new tools for economic development[J]. Design Management Review, 2007, 18(2): 60-68.
[14]	张传统. 农产品区域品牌发展研究[D]. 北京: 中国农业大学, 2015.Zhang C T.Research on regional brand development of agricultural products [D]. Beijing: China Agricultural University, 2015.
[15]	沈鹏熠. 农产品区域品牌资产影响因素及其作用机制的实证研究[J]. 经济经纬, 2011(5): 85-89.Sheng P Y.Empirical research on the influencing factors of regional brand equity of agricultural products and its action mechanism[J]. Economic Survey, 2011(5): 85-89.
[16]	李亚林. 区域品牌忠诚影响因素及其理论模型构建[J]. 科技创业月刊, 2010(2): 9-11.Li Y L.The influencing factors of regional brand loyalty and their theoretical model construction[J]. Pioneering with Science & Technology Monthly, 2010(2): 9-11.
[17]	薛桂芝. 论我国农产品区域品牌的创建[J]. 农业现代化研究, 2010, 11(6): 688-691.Xue G Z.View on the establishment of regional brand of agricultural products in China[J]. Research of Agricultural Modernization, 2010, 11(6): 688-691.
[18]	王志刚, 谭梦琳, 包书政. 日本农产品区域品牌保护制度及启示[J]. 中国农学通报, 2010, 26(16): 63-67.Wang Z G, Tan M L, Bao S Z.Japanese agricultural products regional brand protection system and enlightenment[J]. Chinese Agricultural Science Bulletin, 2010, 26(16): 63-67.
[19]	陈春林, 魏国汶, 李道和, 等. 江西省茶产业发展的对策建议[J]. 江西科学, 2019, 37(1): 136-141.Chen C L, Wei G W, Li D H, et al.Countermeasures and suggestions on tea industry development in Jiangxi Province[J]. Jiangxi Sciences, 2019, 37(1): 136-141.
[20]	吴明隆. 结构方程模型——AMOS的操作与应用[M]. 重庆: 重庆大学出版社, 2018.Wu M L.Structural equation model - operation and application of AMOS [M]. Chongqing: Chongqing University Press, 2018.
[21]	李道和, 陈江华. 农民专业合作社绩效分析——基于江西省调研数据[J]. 农业技术经济, 2014(12): 65-75.Li D H, Chen J H.Analysis on the performance of farmers' professional cooperatives—based on the survey data of Jiangxi Province[J]. Journal of Agrotechnical Economics, 2014(12): 65-75.

茶叶区域公用品牌整合绩效影响因素分析——基于茶叶企业视角

Analysis of Factors Affecting the Integration Performance of Tea Regional Public Brands——From on the Perspective of Tea Companies

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献 21

相关文章 15

Metrics

本文评价

推荐阅读 10

[1]	陈宇宏, 高颖, 韩震, 尹军峰. 不同种质茶叶籽皂素含量及组成分析[J]. 茶叶科学, 2022, 42(5): 705-716.
[2]	李峥, 刘锭, 霍增辉, 陈富桥. 中国与RCEP成员国茶叶贸易竞争性与互补性分析[J]. 茶叶科学, 2022, 42(5): 740-752.
[3]	方梦瑞, 吕军, 阮建云, 边磊, 武传宇, 姚青. 基于改进YOLOv4-tiny的茶叶嫩芽检测模型[J]. 茶叶科学, 2022, 42(4): 549-560.
[4]	刘奇, 欧阳建, 刘昌伟, 陈宏宇, 李娟, 熊立瑰, 刘仲华, 黄建安. 茶叶品质评价技术研究进展[J]. 茶叶科学, 2022, 42(3): 316-330.
[5]	向晶, 梁月荣, 赵东, 王开荣, 陆建良, 袁名安, 郑新强. 不同品种、地区茶叶籽仁含油量及茶叶籽油中脂肪酸组分和含量差异性分析[J]. 茶叶科学, 2022, 42(2): 233-248.
[6]	胡高华, 曹建荣, 杨蕾文宣, 王晨, 周苏娟, 刘新, 鲁成银, 陈红平, 马桂岑. 基于壳聚糖/氧化石墨烯/硅藻土固相萃取-液相色谱串联质谱测定茶叶中多种农药残留[J]. 茶叶科学, 2022, 42(2): 249-262.
[7]	疏再发, 郑生宏, 邵静娜, 周慧娟, 吉庆勇, 刘瑜, 何卫中, 王丽鸳. 不同茶树品种（系）对减半施肥的响应研究[J]. 茶叶科学, 2022, 42(2): 277-289.
[8]	吴芹瑶, 杨江帆, 林程, 管曦. 中国茶叶生产布局变迁研究[J]. 茶叶科学, 2022, 42(2): 290-300.
[9]	何文丽, 潘杉, 管曦. 可追溯茶叶产品的认知、信任与购买意愿研究[J]. 茶叶科学, 2022, 42(1): 140-150.
[10]	王春晓, 高峰, 陈富桥, 曾亮. “一带一路”倡议对中国茶叶出口的影响——基于渐进双重差分模型的实证分析[J]. 茶叶科学, 2021, 41(6): 865-875.
[11]	刘诗羽, 李道和. 中国对美国市场茶叶出口贸易波动成因分析——基于修正的CMS模型[J]. 茶叶科学, 2021, 41(6): 876-888.
[12]	许丽佳, 刘琦, 代建武, 陈小虎. 茶叶嫩梢采摘末端执行器的设计研究[J]. 茶叶科学, 2021, 41(5): 705-716.
[13]	马佳丽, 王晨, 陈红平, 柴云峰, 诸力, 刘新. 注射器内分散固相萃取-超高效液相色谱-串联质谱法快速测定茶叶中24种农药残留[J]. 茶叶科学, 2021, 41(5): 717-730.
[14]	陈冬梅, 韩文炎, 周贤锋, 吴开华, 张竞成. 基于自适应增强的BP模型的浙江省茶叶产量预测[J]. 茶叶科学, 2021, 41(4): 564-576.
[15]	吕建兴, 陈富桥, 胡林英, 姜爱芹. 中国茶叶种植户生产率增长的源泉与决定因素——来自2011—2017年微观数据的证据[J]. 茶叶科学, 2021, 41(4): 577-591.