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在中国茶叶企业产品品牌文献整理与前期相关调查的基础上,浙江大学CARD农业品牌研究中心和《中国茶叶》杂志、中国农科院茶叶研究所中国茶叶网联合组建课题组,开展“2011中国茶叶企业产品品牌价值评估”研究。本次调查评估中,课题组采用茶叶企业调查、茶叶消费者消费综合评价调研、专家调查、媒介调查、行业调查等多种方式,以前期历时两个月整理汇集的986个茶叶企业产品品牌为基础,精心遴选其中200个茶叶品牌为研究对象,因部分品牌的调查数据缺失或存在瑕疵,最终对其中的151个有效研究样本作了品牌价值专项评估。调查评估涉及全国20个省、市、自治区,基本涵盖了全国的茶叶主要生产区域和消费区域。
On the basis of the literature review of the brand products of Chinese tea enterprises and related investigations in the previous period, CARD Agricultural Brand Research Center of Zhejiang University and the “China Tea” magazine and the Tea Research Institute of Chinese Academy of Agricultural Sciences jointly set up a research group to carry out “2011 China Tea enterprise product brand value assessment ”research. In this investigation and assessment, the research group adopted a variety of methods such as tea enterprise survey, comprehensive evaluation of consumer consumption of tea, expert surveys, media surveys and industry surveys, etc. The product brands of 986 tea enterprises that had been collected for two months in the previous period were Based on which 200 tea brands were carefully selected for their research. As some of the brand’s survey data were missing or flawed, 151 brand-name effective evaluations were finally evaluated. Survey and assessment involving 20 provinces, municipalities and autonomous regions, basically covering the country’s major tea production and consumption areas.