Research On The Influence Of Tea Enterprise Quality Management Practice On Its Brand Value

Under the new normal,China's economic structure is undergoing tremendous changes: through supply-side structural reforms to promote industrial upgrading and consumer demand transformation,the overall economic growth rate has gradually declined;the existing excess production capacity,insufficient investment and consumer demand,Rising costs,and severe financing environment are the main problems encountered by the current development of agricultural enterprises in China.As a large agricultural country,China's tea economy occupies a pivotal position in the national agricultural development.At present,my country's tea industry is not competitive in the international market,and lacks world-renowned tea brands.The lack of brands has become an obstacle to the transformation and development of my country's tea industry.In order to survive in the fierce market competition environment and complex economic situation and achieve sustainable development,it is the only way to optimize and enhance the corporate brand value.As the core competitiveness of an enterprise,product quality plays a vital role in enhancing the brand value of an enterprise.As the lifeblood of an enterprise,quality has always played an indispensable role in the operation and management of an enterprise,and has been linked to thesurvival and development of the enterprise.Quality management has now been recognized by the international community as a comprehensive management that satisfies consumers and employees,benefits the society and effectively improves the competitiveness of enterprises.The significance of quality management cannot be ignored.In this context,this paper explores and finds the mechanism by which the quality management practices of tea companies affect its brand value through empirical research.This article takes enterprise brand value as an entry point,and tea companies as research objects.By sorting out relevant research literature and summarizing relevant theories of domestic and foreign agricultural product companies' quality management practices,this paper combs and analyzes the current status of tea companies' quality management practices.Combined with the characteristics of tea companies to form a questionnaire,the questionnaires are distributed online and offline through multiple channels,by collecting sample companies' quality management practices and brand value measurement data,using SPSS21.0 statistical software to analyze the data obtained,using descriptive statistics Methods such as analysis,reliability analysis,validity analysis,correlation analysis,regression analysis,and structural equation modeling are used to test research hypotheses,and the main conclusions are as follows:(1)The support of senior leadership has apositive impact on the brand value of tea companies;(2)Customer orientation has a significant positive effect on the brand value of tea companies;(3)Product design has little effect on the brand value of tea companies;(4)Process management has a partial positive effect on the brand value of tea companies;(5)Statistical control And feedback has a significant positive effect on the brand value of tea companies.Based on the above research conclusions,this paper further summarizes and analyzes the quality management practices of tea companies in China,and puts forward corresponding suggestions and measures,hoping to provide ideas and ideas for the establishment of quality management practices and brand value enhancement of tea companies in China reference.