【摘要】：在國際商務活動越來越密集的今天,國際企業(yè)間的競爭已經(jīng)不僅僅是價格、技術(shù)上的競爭,更是品牌上的競爭,可以說國際商務環(huán)境已經(jīng)進入了一個“品牌競爭”的時代。外貿(mào)品牌建設對于我國轉(zhuǎn)變外貿(mào)形式和調(diào)整對外貿(mào)易結(jié)構(gòu)非常重要,能增強企業(yè)國際競爭力。而茶葉作為我國重要的農(nóng)產(chǎn)品之一,關系人們?nèi)粘Ｉ?同時也是我國重要的出口農(nóng)產(chǎn)品,在外貿(mào)體系中有著十分重要的作用。我國茶葉企業(yè)作為茶葉出口的主體,在茶葉品牌的塑造中扮演著關鍵角色。目前,我國茶葉企業(yè)普遍呈現(xiàn)出茶葉品牌缺失的狀況,在國際市場上處于競爭下風。而茶葉品牌塑造對于茶葉企業(yè)提升競爭力,占領國際市場有著至關重要的作用。因此,必須重視茶葉企業(yè)品牌塑造這一問題。 本文首先在競爭優(yōu)勢理論和“價值鏈”理論的基礎上,對中國茶葉行業(yè)發(fā)展及品牌建設現(xiàn)狀進行了分析,認為我國茶葉行業(yè)在產(chǎn)量和出口總量上都呈現(xiàn)增長態(tài)勢,但在國際上競爭優(yōu)勢不明顯。而在茶葉品牌建設上,呈現(xiàn)出區(qū)域公共品牌眾多,而茶葉企業(yè)品牌缺乏的局面。其次,文章進一步對我國茶葉品牌塑造的影響因素做了AHP實證分析,將我國茶葉品牌塑造影響因素分為五大類：品質(zhì)因素、企業(yè)內(nèi)部環(huán)境因素、行業(yè)外部環(huán)境因素、市場營銷因素、其他因素。并在此基礎上對各因素進行細分,得出16種影響因素,構(gòu)建起層次結(jié)構(gòu)模型,計算出這些因素對于茶葉品牌塑造的相對重要性權(quán)重,并進行重要性排序。分析結(jié)果表明：品質(zhì)因素是品牌塑造最為關鍵的因素,企業(yè)內(nèi)部環(huán)境因素次之,而行業(yè)外部環(huán)境和市場營銷因素具有類似的重要性,其他因素中的茶文化建設相對次要；在16種細化因素中茶樹品種選取、經(jīng)營模式、采制加工方式、技術(shù)創(chuàng)新、品牌定位等的重要性依次遞減。最后根據(jù)實證分析結(jié)果,提出塑造中國茶葉品牌的針對性的對策與建議。
[Abstract]:Today, the international business activities are more and more intensive, the competition among international enterprises is not only the competition of price, technology, but also the competition of brand, it can be said that the international business environment has entered the era of "brand competition". The construction of foreign trade brand is very important for our country to change the foreign trade form and adjust the foreign trade structure, which can enhance the international competitiveness of enterprises. As one of the most important agricultural products in China, tea plays a very important role in the foreign trade system, which is related to people's daily life and is also an important export agricultural product of our country. As the main body of tea export, Chinese tea enterprises play a key role in the shaping of tea brand. At present, China's tea enterprises generally show the lack of tea brands, in the international market in the competition. The shaping of tea brand plays an important role in improving the competitiveness of tea enterprises and occupying the international market. Therefore, we must pay attention to the tea brand shaping this problem. Based on the theory of competitive advantage and the theory of "value chain", this paper analyzes the current situation of tea industry development and brand construction in China. But in the international competitive advantage is not obvious. In the tea brand construction, there are many regional public brands, and the lack of tea brand. Secondly, the paper makes a AHP empirical analysis on the influencing factors of tea brand shaping in China, and divides the influencing factors into five categories: quality factors, internal environmental factors of enterprises, and external environmental factors of the industry. Marketing factors, other factors. On this basis, the factors are subdivided, and 16 kinds of influencing factors are obtained, the hierarchical structure model is constructed, and the relative importance weight of these factors for tea brand molding is calculated, and the importance ranking is carried out. The results show that: the quality factor is the most important factor in brand shaping, the internal environment factor is the second, and the external environment and marketing factor are of similar importance, the other factors are relatively secondary to the tea culture construction; Among the 16 fine factors, the importance of tea variety selection, management mode, processing mode, technological innovation and brand positioning decreased in turn. Finally, according to the results of empirical analysis, the paper puts forward some countermeasures and suggestions for shaping Chinese tea brands.
【學位授予單位】：浙江工商大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82;F274

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