信誉危机研究已经得到企业界和学术界的普遍重视。近年来,区域茶品牌遭遇假冒伪劣产品“株连”的事件屡有发生,导致很多区域茶品牌的声誉下降,无形资产贬值,对茶业经济的发展带来了严重的损害。本文通过对浙江茶品牌信誉危机现状的分析,指出发生信誉危机的主要原因是市场经营主体的道德风险、子属品牌无序发展、公共品牌被侵权盗用等。最后提出了强化茶业市场主体道德自律机制、以龙头企业为主导合理规划区域茶品牌、依靠各利益相关者协同维护区域公共品牌的治理对策。

Credibility crisis research has drawn widespread attention from business and academic fields. Currently, counterfeiting "implicated" events have repeatedly occurred in many regions which have brought serious damage to the tea industry like brand reputation declining and intangibility depreciating that made the regional tea brand suffered severely. Based on previous studies, this paper takes the tea brand in Zhejiang Province as an example. Through the analysis of the current credit crisis, it points out that the major reasons of emerging credibility crisis include moral hazard of managing subject in market. Sub-brand flooding and infringement act on public brand etc. This paper finally puts forward the corresponding countermeasures of strengthening the individual moral consciousness and obeying mechanism, rational planning of the regional tea brands mainly by leading regional enterprises and maintaining the public tea brand by collaboration of stakeholders.