摘要
摘要
中国是农业大国，塑造农产品品牌形象，不仅能够为本土农产品品牌化奠定基础，
也能助力中国乡村振兴。茶叶是农产品的一种，历史悠久且具有极高的经济价值，因
此，本文选取它作为农产品代表进行品牌形象提升研究。当前中国经济飞速发展，消
费者越来越注重所购产品的品牌形象，但中国茶叶企业面临着多而不强、品牌经营起
步较晚、品牌重视程度不够等问题，呈现“有名茶无名牌”的低水平竞争现状。因此，
如何有效利用中国茶叶优势资源来打造强势国际品牌，充分掌握当下消费者的需求、
增强自身品牌的影响力与市场竞争力，是当下营销领域进行研究需要重点关注的方
向。
本文选取了“吴裕泰”与“立顿”为研究对象，基于消费者视角对比分析中外茶
叶品牌形象的具体差异。首先利用百度指数宏观分析网络关注度，再利用 python采
集网络评论文本初步分析网民品牌形象评价差异；接着采用问卷调查的方法，基于贝
尔模型并结合茶叶欧亿·体育（中国）有限公司的特点进行适当调整创建了茶叶品牌形象的三个维度测量，然
后再对模型的有效性进行验证，最后利用 SPSS软件进行实证分析。得出如下结论：
立顿网络关注度总体高于吴裕泰，即品牌形象感知立顿明显优于吴裕泰，主要原因是
立顿的消费群体年轻化，而他们又是网络主要活动者。立顿在品牌形象总体上显著优
于吴裕泰，产品品牌形象方面吴裕泰与立顿在统计学上无显著差异，立顿在使用者品
牌形象方面总分显著高于吴裕泰。本文通过分析中外茶叶的品牌形象差异，发现本土
品牌存在的薄弱与不足之处，然后借鉴某些优势影响因素创建成中国版的“立顿”强
势品牌，为其他农产品企业发展方向提供一定的战略指引，也为后续相关研究学者开
展品牌实证研究奠定基础与提供工具参考。可以看出要改变中国农产品品牌的窘境，
不仅要提升企业的创新性，提升品牌意识、制定品牌战略，还需要建立口碑效应，激
发消费者的购买需求，扩大国内国际市场等，最终促进我国农业现代化经济发展。
关键词：品牌形象；贝尔模型；网络关注度；茶叶品牌；农业品牌化
I
Abstract
Abstract
China is a large agricultural country. Shaping the brand image of agricultural products
can not only lay the foundation for the branding of local agricultural products, but also help
China's Rural Revitalization. Tea is a kind of agricultural products with a long history and
high economic value. Therefore, this paper selects it as the representative of agricultural
products to study the promotion of brand image. At present, with the rapid development of
China's economy, consumers pay more and more attention to the brand image of the
products they buy. However, Chinese tea enterprises are facing problems such as many but
not strong, late start of brand management, insufficient attention to the brand and so on,
showing the current situation of low-level competition of "famous tea without famous
brand". Therefore, how to make effective use of the advantageous resources of Chinese tea
to build a strong international brand, fully grasp the needs of current consumers, and
enhance the influence and market competitiveness of their own brand is the focus of
research in the current marketing field.
This paper selects "Wu Yutai" and "Lipton" as the research object, and compares and
analyzes the specific differences of tea brand image between China and foreign countries
from the perspective of consumers. Firstly, Baidu Index is used to analyze the network
attention, and then Python is used to collect the network comment text to preliminarily
analyze the differences of Internet users' brand image evaluation; Then, using the method
of questionnaire, based on the bell model and combined with the characteristics of the tea
industry, the three-dimensional measurement of tea brand image is created, and then the
effectiveness of the model is verified. Finally, SPSS software is used for empirical analysis.
The conclusions are as follows: Lipton's network attention is generally higher than Wu
Yutai, that is, Lipton's brand image perception is significantly better than Wu Yutai, mainly
because Lipton's consumer groups are younger, and they are the main network activists.
Lipton is significantly better than Wu Yutai in terms of brand image. There is no significant
difference between Wu Yutai and Lipton in terms of product brand image. Lipton's total
score in terms of user brand image is significantly higher than Wu Yutai. By analyzing the
brand image differences between Chinese and foreign tea, we find the weaknesses and
deficiencies of local brands, and then learn from some advantageous influencing factors to
create a Chinese versionof "Lipton" strong brand,which not only provides certain
strategic guidance for the development direction of other agricultural products enterprises,
II
Abstract
but also lays the foundation and provides tool reference for subsequent relevant research
scholars tocarry outbrand empirical research.To changethe dilemma ofChina's
agricultural product brands, we should not only improve the innovation of enterprises,
enhance brand awareness and formulate brand strategy, but also establish word-of-mouth
effect, stimulate consumers' purchase demand, Open up domestic and foreign markets, and
ultimately promote the development of China's agricultural modernization economy.
Key words: Brand image; Bell model; Network attention; Tea brand; Agricultural branding
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