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.
SHEN Xuezheng
,
JIN Yujie
,
SU Zhucheng
. Quantitative Analysis on Brand Premium Factors of Tea Enterprises Based on AHP and PSO[J]. Journal of Tea Science, 2020
, 40(1)
: 133
-142
.
DOI: 10.13305/j.cnki.jts.20200117.005
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