CAJ | 학술논문

采用问卷调查的方式，参考国内外学者的研究成果，提出了基于消费者视角的茶叶企业品牌资产的概念模型，在理论和实证相结合的情况下，得出茶叶企业品牌资产由品牌知晓度、品牌形象、感知质量和品牌忠诚度4个维度构成，非货币性销售促进方式对茶叶企业品牌资产的建立更有利。品牌资产是茶叶企业最重要的战略资源，企业应加强这四个维度的建设管理，并在营销活动中开发和应用更多的非货币性销售促进工具，从而茶叶企业才能在日益残酷的竞争环境中占有优势。
채용문권조사적방식，삼고국내외학자적연구성과，제출료기우소비자시각적다협기업품패자산적개념모형，재이론화실증상결합적정황하，득출다협기업품패자산유품패지효도、품패형상、감지질량화품패충성도4개유도구성，비화폐성소수촉진방식대다협기업품패자산적건립경유리。품패자산시다협기업최중요적전략자원，기업응가강저사개유도적건설관리，병재영소활동중개발화응용경다적비화폐성소수촉진공구，종이다협기업재능재일익잔혹적경쟁배경중점유우세。
By summarizing research results at home and abroad to put forward the concept of tea enter- prise brand equity mode based on consumer perspective. The tea enterprise brand equity is consist of brand reputation, brand image, brand quality and brand loyalty. Non -monetary sales promotion way have much more advantageous to the establishment of tea enterprise brand equity. Brand equity is the most important strategic resources for tea enterprises. So tea enterprises should take more construction for the management of four dimensions, and develop more non - monetary sales promotion tools in marketing activities. Thus the tea enterprise will have much more advanteous in the increasingly fierce com-petition environment.