摘要
茶企价值共创活动是茶企与客户在对话、获取、风险评估和透明度(DART)四大模块上的交互来共同创造价值的过程。本文基于DART模型,对茶企价值共创活动对茶叶区域品牌和企业品牌忠诚度的影响进行实证研究。结果表明:茶企共创活动中,DART四个模块对于企业品牌忠诚度均有显著影响,但只有AR两个模块对于公共品牌忠诚度有显著影响。企业要继续加强价值共创活动以提升品牌绩效,但其他利益相关方(政府、行业协会等)的参与也是必不可少的。
The tea enterprise value creation activity is a process in which tea companies interact with customers on the four modules of dialogue,acquisition,risk assessment and transparency(DART)to create value together.What are the four dimensions of tea enterprise value creation activities affecting brand loyalty?Is the utility of regional brands and corporate brands the same?There is currently no literature to answer this question.Based on the DART model,this paper conducts an empirical study on the impact of tea enterprise value creation activities on tea regional brand and corporate brand loyalty.The research results show that the four modules of DART have significant influence on corporate brand loyalty in the tea enterprise co-creation activities,but only the two modules of AR have a significant impact on public brand loyalty.Therefore,companies must continue to strengthen value creation activities to enhance brand performance,but the participation of other stakeholders(governments,industry associations,etc.)is also essential.
作者
张国政
彭嫔
王坤波
唐冬萍
ZHANG Guo-zheng;PENG Pin;WANG Kun-bo;WANG Dong-ping(Tea Economic Research Center,Hunan Agricultural University,Changsha 410128,China;Hunan Jinzhou Tea Co.,Ltd.,Changsha 410128,China)
出处
《茶叶通讯》
北大核心
2019年第1期61-65,共5页
Journal of Tea Communication
基金
国家社科青年基金项目(12CGL046)
长沙市科技计划重大专项(kq1804049)
关键词
茶企
价值共创
品牌忠诚度
区域品牌
企业品牌
Tea Enterprises
Value Creation
Brand Loyalty
Regional Brand
Corporate Brand
