| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 107 === Since the 13th Five-Year Plan, the tea industry has responded to the call of the Chinese government from 2016 to 2020. China''s economy has entered a critical period, and the development of the tea industry has also ushered in new opportunities. In the 13th Five-Year Plan, the tea industry has put forward the development priorities of strengthening brand building, innovative marketing and expanding the international market. In the aspect of strengthening brand building, we should take regional public brand as the foundation, focus on building enterprise independent brand, and form a three-dimensional pattern of brand tea; strengthen the communication through multi-platform and multi-way, so as to make the brand more influential, further to enhance the influence of tea products. For innovative marketing, we should use modern marketing means to expand new sales channels, constantly strengthen brand influence and expand larger markets. In expanding the international market, it has great potential for consumption and wide market. Through the "the Belt and Road Initiative" promotion of tea culture exchange, joint ventures with foreign countries and export related products, more high-quality tea brands will be seen in the glabal market.
This study takes Chinese tea brand as the object, and adopts the electronic questionnaire to survey Chinese tea consumers. A total of 828 valid questionnaires are collected. The hypotheses are examined by path analysis and hierarchical regression analysis. The important conclusions are as follows: (1) Chinese tea brand equity has a positive and significant impact on consumers'' brand preference and purchase intention. (2) Brand preference has a positive and significant impact on consumers'' purchase intention; (3) Consumer brand preference has a partial mediating effect on brand equity and consumers'' purchase intention; (4) Under positive word-of-mouth, brand equity has a stronger impact on members'' brand preference and purchase intention, while negative word-of-mouth has no significant difference on the relationship between the three. Finally, The above results imply that Chinese tea enterprises should formulate new brand strategies according to different regional consumers and potential consumers. When the brand has high brand equity, it will enhance consumers'' purchasing decision-making. In the long run, tea brands can seize loyal members and maintain the sustainable profits and eternity of enterprises. Also, it can attract more potential consumers and establish competitive advantages that are difficult to imitate.
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