Study On The Brand Competitiveness Of Chinese Export Tea Enterprises

Since ancient times,Chinese tea trade has a very important position in the world,especially plays a very important role in the 2000 years of the ancient Silk Road,but has stalled in recent Chinese tea export trade.Since the reform and opening up,Chinese tea industry has a rapid development,in 2015 the total output of 2 million778 thousand tons of tea helped China get the first ranking in the world,and export volume of 325 thousand tons helped China get the second ranking in the world.Nowadays,although China is a big country of tea production and consumption,but is not a big country of tea export and not to mention powerful tea brand,and the United States,Britain,Japan and other developed countries' strict standard on pesticide residues,physical indicators and chemical indicators,which causes that the development of Chinese export tea enterprises is difficult,and even some of the smaller export tea enterprises in China are difficult to survive.So,improving the brand competitiveness of tea enterprises is one of the important contents of tea field researchers.Studying on brand competitiveness,the domestic and foreign researchers gradually change qualitative analysis to quantitative analysis,change brand competitiveness theoretical system based on subjective experience sources to brand competitiveness theoretical system based on scientific data.Experts and scholars at home and abroad,although the evaluation objects of brand competitiveness involved in various fields,but it seems that no scholars had taken tea enterprises as the research objects to evaluate the brand competitiveness.However,the existing enterprise brand competitiveness evaluation index systems are not suitable for tea enterprises.So,constructing the brand competitiveness evaluation index system of Chinese export tea enterprises,the study of Chinese export tea enterprises brand competitiveness and its evaluation index,trying to give some suggestions to promote the brand competitiveness of Chinese export tea enterprises,has certain theoretical and practical significations.First,this paper analyzes the representative relative research results of brand competitiveness through literature deduction in various industries and fields and evaluation of enterprise brand competitiveness.Furthermore,this paper analyzes the current situation of Chinese export tea enterprises brand competitiveness,and creates Chinese export tea enterprise brand competitiveness evaluation index system afterinterviewing or using questionnaire investigation to ask the experts including tea enterprises brand related senior management personnel,tea industry association responsible personnel and university professor,and combining with the characteristics of Chinese export tea enterprises and summarizing the results of previous studies.This evaluation index system includes 5 first level indexes and 20 second level indexes,the5 first level indexes include brand market competitiveness A1,brand product competitiveness A2,brand resources competitiveness A3,brand design and spread A4 and brand development potential A5.Then,this paper uses Yaahp software combined with AHP to determine the weights of Chinese export tea enterprises evaluation index system,and uses fuzzy comprehensive evaluation method to evaluate the selection of the target enterprise——Anhui Tea Import and Export Co.,Ltd.Finally,based on the results of research,this paper trys to give some suggestions to enhance Chinese export tea enterprises brand competitiveness.The results of research show that,first,the importance of the first level indexes in Chinese export tea enterprises brand competitiveness evaluation index system is A2(0.3695)>A4(0.2465)>A3(0.1999)>A1(0.1001)>A5(0.0841),thus it can be seen,the weights of A2 and A4 are more than 50%,which indicates Chinese export tea enterprises need to pay more attention to the development of these two aspects,and take the other four aspects' development into consideration at the same time;Second,the highest weight of second level indexes is tea quality A22(0.2014),the next is brand spread A43(0.1448),which is indicating Chinese export tea enterprises should grasp the quality of the products,and on this basis,put more energy and fund to brand operation,but not to say that other indexes are not important,the mutual influence and effect between indexes which are indispensable together constitute an organic whole;Third,Anhui Tea Import and Export Co.Ltd.brand competitiveness total score is 80.76,this score is in the middle level of excellence.This result mainly coincides with the ranking in ?2016 comprehensive strength top 100 enterprises in China tea industry? announced by the Chinese Tea Circulation Association in November 2016 and ?2016 Chinese tea enterprise product brand value evaluation report? announced by the Zhejiang University CARD brand value evaluation research group in May2016.So,it means that the evaluation index system of Chinese export tea enterprises brand competitiveness has certain accuracy and reliability in some ways;Fourth,The score of Anhui Tea Import and Export Co.,Ltd.brand competitiveness is 80.76,which means a moderate level.The score of Anhui Tea Import and Export Co.,Ltd.brandcompetitiveness is 80.59,which means a moderate level.The score of A1 is 84.21,the score of A2 is 80.86,the score of A3 is 80.48,the score of A4 is 79.03,the score of A5 is 81.86,thus it can be seen,the score of these indexes under 80 is A4,which means Anhui Tea Import and Export Co.,Ltd.need to make greater efforts in this aspect in the future.Finally,based on the results of research,this paper trys to give advice from five aspects of first level indexes,the angle of synergy between enterprise and government,to improve the brand competitiveness of Chinese export tea enterprises,which is in order to help chinese tea enterprises face to the world and create international brands.