本文選題：茶葉 + 公用品牌�。� 參考：《安徽農(nóng)業(yè)大學(xué)》2009年碩士論文

【摘要】： 我國是茶葉大國,茶產(chǎn)業(yè)不僅是廣大山區(qū)傳統(tǒng)支柱產(chǎn)業(yè)更是重要的民生工程。茶產(chǎn)業(yè)的發(fā)展壯大需要以茶葉企業(yè)為依托。茶葉企業(yè)的發(fā)展可以走茶葉公用品牌這條“捷徑”。我國有豐富的名優(yōu)茶,名優(yōu)茶葉是最適合使用地理標(biāo)志保護(hù)的產(chǎn)品之一。隨著我國對外開放不斷擴(kuò)大,茶葉市場競爭日趨國際化。對名優(yōu)茶葉實施地理標(biāo)志保護(hù),,是促進(jìn)茶葉產(chǎn)業(yè)發(fā)展、擴(kuò)大茶葉出口、增加茶農(nóng)收入的有效手段。已成功獲得茶葉地理標(biāo)志注冊的茶葉公用品牌對消費(fèi)者、茶葉企業(yè)、茶農(nóng)、地方經(jīng)濟(jì)發(fā)展都有重要作用,可以實現(xiàn)多方“共贏”,是一筆巨大的無形資產(chǎn)。 目前很多茶葉公用品牌還未充分發(fā)揮地理標(biāo)志的經(jīng)濟(jì)效益,在市場競爭中未能體現(xiàn)應(yīng)有的價值。茶葉公用品牌要充分發(fā)揮作用必須得到很好的維護(hù),如果茶葉公用品牌沒有得到很好的維護(hù),仿冒茶葉公用品牌的行為不能被有效制止,就容易發(fā)生“公地悲劇”,最終導(dǎo)致茶葉公用品牌荒廢。我國茶葉品牌多而雜,茶葉供應(yīng)主體極為廣泛、良莠不齊。茶葉消費(fèi)者對名類繁多的茶葉商品只是略知一二,真正懂行的很少。在這種信息不對稱的情況下,容易出現(xiàn)劣貨驅(qū)逐良貨的現(xiàn)象一“檸檬市場”,可能造成高質(zhì)量茶葉市場的萎縮,使市場只能提供普通甚至劣質(zhì)茶葉,嚴(yán)重影響茶產(chǎn)業(yè)的發(fā)展。 茶葉企業(yè)在使用茶葉公用品牌的過程中存在種種待解決的問題,如在廣大山區(qū)政府財政支持乏力的情況下,茶葉企業(yè)是否維護(hù)茶葉公用品牌;茶葉企業(yè)是以茶葉公用品牌為主,還是以企業(yè)品牌為主;茶葉公用品牌指向范圍內(nèi)的茶葉企業(yè)在維護(hù)茶葉公用品牌時,企業(yè)之間的關(guān)系,以及企業(yè)之間的相互影響情況。這些問題用需要一個好的方法論來研究。博弈論正是非常適合研究這些問題的研究方法。 國內(nèi)外對茶葉地理標(biāo)志研究,大部分都是對茶葉地理標(biāo)志的作用等進(jìn)行研究。對于能實現(xiàn)茶葉公用品牌效益價值的載體--茶葉公用品牌下的茶葉企業(yè)行為的研究卻是鮮少涉及。利用博弈論對茶葉公用品牌進(jìn)行全面系統(tǒng)的研究尚未有文獻(xiàn)發(fā)表。 本文是國內(nèi)學(xué)術(shù)界首次對茶葉企業(yè)使用公用品牌與企業(yè)品牌的博弈進(jìn)行研究,也是首次對茶葉公用品牌下企業(yè)間的博弈情況進(jìn)行研究,運(yùn)用博弈論模型分析、定性與定量分析相結(jié)合等多種方法,全面系統(tǒng)的分析茶葉企業(yè)使用茶葉公用品牌的各種情況,包括茶葉企業(yè)是否維護(hù)茶葉公用品牌(在政府財政支持乏力的情況下)、茶葉企業(yè)使用茶葉公用品牌與使用企業(yè)品牌的博弈情況、以及茶葉公用品牌下企業(yè)間的博弈情況,為我國依托茶葉公用品牌,發(fā)展壯大茶產(chǎn)業(yè)提供理論依據(jù)及策略。 本論文主要內(nèi)容有:第一,提出茶葉公用品牌概念:茶葉公用品牌是指已成功注冊的茶葉地理標(biāo)志;第二,概括茶葉公用品牌特性:公共物品性、指示產(chǎn)地性、品質(zhì)保證性、權(quán)利主體分離性、使用范圍限制性;第三,茶葉公用品牌對改善茶葉“檸檬市場”、淡化信息不對稱,提升茶葉企業(yè)競爭力的作用。第四,借助博弈模型對在政府財政支持乏力的情況下,茶葉企業(yè)維護(hù)茶葉公用品牌的博弈進(jìn)行分析:茶葉企業(yè)要想通過茶葉公用品牌來增收,就要避免茶葉公用品牌被弱化、被荒廢。避免茶葉公用品牌被弱化、被荒廢需要茶葉公用品牌指向范圍內(nèi)的所有茶葉企業(yè)的共同努力,共同維護(hù)茶葉公用品牌,堅決打擊有損茶葉公用品牌發(fā)展的任何行為。只有這樣,茶葉公用品牌才不會荒漠化;第五,茶葉企業(yè)使用茶葉公用品牌是存在一定風(fēng)險的,茶葉企業(yè)如何協(xié)調(diào)茶葉公用品牌與茶葉企業(yè)品牌之間的關(guān)系,如何在最大程度上規(guī)避風(fēng)險:在茶葉企業(yè)發(fā)展初期以茶葉公用品牌為主,弱化企業(yè)初期企業(yè)品牌薄弱的缺點(diǎn),既維護(hù)了茶葉公用品牌的發(fā)展也有利于企業(yè)品牌的壯大。茶葉企業(yè)發(fā)展到一定階段就可以逐漸淡化茶葉公用品牌,而以企業(yè)品牌為主,做大做強(qiáng)茶葉企業(yè)。第六,借助博弈模型對茶葉公用品牌下企業(yè)間的博弈進(jìn)行分析:企業(yè)應(yīng)提高意識,認(rèn)識合作維護(hù)茶葉公用品牌的收益性,對損壞茶葉公用品牌的企業(yè)采取適當(dāng)?shù)膽土P機(jī)制;第七,從茶葉企業(yè)內(nèi)部及外部層面提出茶葉公用品牌與其成員企業(yè)品牌共贏行為建議:培育茶葉企業(yè)品牌、維護(hù)茶葉公用品牌、提高合作意識、實行標(biāo)準(zhǔn)化生產(chǎn)、進(jìn)行品牌整合、完善監(jiān)管機(jī)制、構(gòu)建標(biāo)準(zhǔn)體系、推進(jìn)產(chǎn)業(yè)化經(jīng)營、發(fā)揮行業(yè)協(xié)會作用。
[Abstract]:China is a big country of tea. The tea industry is not only the traditional pillar industry in the vast mountains, but also the important livelihood project. The development and expansion of the tea industry needs to rely on the tea enterprises. The development of tea enterprises can take the "shortcut" of the tea public brand. Our country has rich famous tea, the famous tea is the most suitable for the use of geographical indications protection. As the opening of China's opening to the outside world, tea market competition is becoming more and more international. The protection of geographical indications for famous tea is an effective means to promote the development of tea industry, expand the export of tea and increase the income of tea farmers. The development of local economy plays an important role and can achieve "win-win" for many parties. It is a huge intangible asset.
At present, many tea public brands have not fully brought into full play the economic benefits of geographical indications and failed to reflect their value in the market competition. The public brand of tea should be well maintained. If the tea public brand is not well maintained, the behavior of the tea public brand can not be effectively stopped. It is easy to happen "the tragedy of the public land", which eventually leads to the waste of the tea public brand. The tea brand in our country is many and mixed, the tea supply is very wide, the good and the bad are very different. The tea consumers are only a few of the tea products of the famous tea. Like a "lemon market", it may cause the shrinkage of the high quality tea market, so that the market can only provide ordinary or even inferior tea, seriously affecting the development of tea industry.
There are various problems to be solved during the use of tea public brand in tea enterprises, such as whether the tea enterprise maintains the tea public brand in the case of lack of financial support from the vast mountainous government, tea enterprises mainly take the tea public brand as the main brand, and the tea enterprise is directed by the tea public brand. In the maintenance of tea public brands, the relationship between enterprises and the mutual influence between enterprises. These problems need a good methodology to study. Game theory is a very suitable research method to study these problems.
The research on the geographical indications of tea at home and abroad is mostly research on the role of tea geographical indications. The research on the behavior of tea enterprise under the tea public brand, which can realize the value of the benefit value of the tea public brand, is rarely involved. Give and publish.
This article is the first time to study the game between the use of the public brand and the enterprise brand in the tea enterprises. It is the first time to study the game situation between the enterprises under the tea public brand. The game theory model analysis, the qualitative and quantitative analysis are combined to analyze the tea enterprises' use of tea public in a comprehensive and systematic way. Various brands, including whether the tea enterprise maintains the tea public brand (under the lack of government financial support), the game situation of tea enterprises using the tea public brand and the enterprise brand, as well as the game situation between the enterprises under the tea public brand, provides the tea public brand and the development of the strong tea industry. Theoretical basis and strategy.
The main contents of this paper are as follows: first, the concept of tea public brand is put forward: Tea public brand refers to the tea geographical indication that has been registered successfully; second, it summarizes the characteristics of tea public brand: public goods, indicating origin, quality assurance, separability of the right subject, limiting the scope of use; third, tea public brand to improve tea " "Lemon market", desalination information asymmetry, enhance the role of tea enterprise competitiveness. Fourth, with the aid of game model to analyze the game of tea enterprise maintaining tea public brand under the lack of government financial support: tea enterprises want to increase their income through tea public brand, to avoid the weakening of the tea public brands and the shortage of tea enterprises. Abolished. Avoid the weakening of the tea public brand and the common efforts of all tea enterprises that need tea public brands to maintain the common brand in the tea public brand, to jointly maintain the tea public brand, and resolutely combat any behavior that undermines the development of the tea public brand. Only in this way, the tea public brand will not be deserted; fifth, tea enterprises use tea public. The brand is a certain risk. How does the tea enterprise coordinate the relationship between the tea public brand and the tea enterprise brand, how to avoid the risk to the greatest extent: in the early stage of the development of the tea enterprise, the tea public brand is the main, weakening the weakness of the enterprise brand in the early stage of the enterprise, which not only maintains the development of the tea public brand, but also is beneficial to the development of the tea public brand. With the development of the enterprise brand, tea enterprises can gradually desalination of the tea public brand to a certain stage, and take the enterprise brand as the main part, and make big and strong tea enterprises. Sixth, with the help of game model, the game between enterprises under the tea public brand is analyzed: the enterprise should improve the consciousness and realize the benefit of the cooperation and maintenance of the tea public brand. Enterprises that have damaged tea public brands take appropriate punishment mechanism. Seventh, from the internal and external level of tea enterprises, it puts forward some suggestions on the win-win behavior of the tea public brand and its member enterprises: cultivating the brand of tea enterprise, maintaining the tea public brand, improving the consciousness of cooperation, making the standardized production, integrating the brand and perfecting the regulatory mechanism. We should establish a standard system, promote industrial operation and bring into play the role of trade associations.
【學(xué)位授予單位】：安徽農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F426.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 劉彩迪;雁蕩毛峰區(qū)域公用品牌研究[D];中國農(nóng)業(yè)科學(xué)院;2012年

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本文編號：2042372