摘要
在农产品领域,如何实现区域公用品牌与企业品牌协同发展成为社会关注的问题。基于区域公用品牌和价值共创视角,以杭州狮峰茶叶有限公司为研究对象,采用探索性单案例研究方法,解析了狮牌龙井品牌高端化的过程机制。研究发现:品牌高端化分为以品质提升为主、以经营模式创新为主和以文化与科技赋能为主三个阶段,其中:品牌价值共创有利于企业品牌高端化建设,利益相关者参与价值共创有利于形成对企业品牌的良性感知和反馈。研究有助于丰富茶企品牌价值共创理论内涵,扩展价值共创和企业成长的理论边界。同时,通过阐释茶企品牌建设与多元主体参与紧密相关,对中国建设农产品区域公用品牌背景下如何开拓新的路径建设企业品牌有重要意义。
In the field of agricultural products,how to realize the coordinated development of regional public and enterprise brands has become a social concern.Based on the perspective of regional public brands and value co-creation,this article takes Hangzhou Shifeng Tea Co.,Ltd.as the research object,and adopts an exploratory single case study method to analyze the process mechanism of the high-end brand of Lion Longjing.The research finds that high-end brands can be divided into three stages,that is,quality improvement,business model innovation,and cultural and technological empowerment.Brand value co-creation is conducive to the construction of high-end corporate brands,and so is the participation of stakeholders in value co-creation to the formation of benign perceptions and feedbacks on corporate brands.The article enriches the theoretical connotation of tea enterprises'brand value co-creation,and expands the theoretical boundary of value co-creation and enterprise growth.At the same time,it explains that the brand building of tea enterprises is closely related to the participation of multiple subjects,which is of great significance to how to build a new path for corporate brand building under the background of the construction of regional public brands of agricultural products in China.
作者
王伦
张诗含
宦锦瑶
周羽中
江东书
WANG Lun;ZHANG Shi-Han;HUAN Jin-Yao;ZHOU Yu-Zhong;JIANG Dong-Shu(School of Business Administration,Zhejiang Gongshang University,Hangzhou 310010,China;Business School,Yunnan University of Finance and Economics,Kunming 650221,China)
出处
《管理案例研究与评论》
CSSCI
北大核心
2023年第5期538-549,共12页
Journal of Management Case Studies
关键词
农产品
区域公用品牌
茶企品牌
价值共创
品牌高端化
agricultural products
regional public brand
tea enterprise brand
value co-creation
high-end brand
