臺灣茶企業品牌溝通元素對消費者茶品牌心智與品牌權益之影響

農業已相當重視農產品品牌化，然而產、官、學各界對於建構茶葉品牌的方式仍未有共識，為使產業能以消費者觀點建構台灣茶葉強勢品牌，故本研究目的如下：1）探討台灣茶企業以品牌元素建構強勢品牌的現況、2）探討品牌元素如何形塑消費者的品牌心智樣貌、3）探討消費者的產品行為，包括主觀知識、茶品喜好、茶葉消費量對品牌心智的影響、4）探討消費者的產品行為與品牌心智對品牌權益的影響。本研究為比對茶企業與消費者的觀點，因此採用質性文本分析法，分析52間茶企業以品牌元素建構品牌的現況，並透過問卷調查取得496份有效問卷，經由描述性統計、因素分析、多變量變異數分析、多元迴歸進行分析，瞭解網路年輕消費族群的品牌心智以及對品牌權益之影響。研究結果發現，台灣茶企業多採用製茶流程、種植產定等專業知識性的品牌元素建構品牌共鳴模型，不僅忽略了提供讓消費者識別品牌的要素，也甚少採用感性的品牌元素，導致品牌難以與消費者產生深厚的情感連結，品牌共鳴模型並不穩固；針對年輕消費族群的研究結果則顯示，產品消費行為不會影響消費者的品牌心智，而消費者品牌心智中的信用保證、感官品評以及茶類品項，是影響台灣茶葉的品牌權益的主要因素。整體而言，本研究不僅呼應了前人表示需以不同方式探討企業與消費者對品牌的觀點，也驗證了企業與消費者對台灣茶葉品牌的觀點有很大差異之研究成果，因此提出茶企業需以消費者的觀點為基礎，協助消費者建構茶葉分類架構、以圖像與影音動畫展現感官品評的感受、取得多種認證標章並深化品牌理念以及精進品牌故事，共四項建立品牌的產業建議。

關鍵字

品牌元素；強勢品牌；品牌心智；品牌權益

並列摘要

Branding is an important issue in Agriculture, but there’s no consensus way to build Tea Brand. In order to build strong Tea Brand from the perspective of consumers, the pur-pose of this study is as follows: 1) Exploring how Tea companies build strong brands with brand elements in Taiwan, 2) Exploring how brand elements shape consumers' mindset, 3) Exploring the impact of consumer behaviors, including subjective knowledge, tea preferences, and tea consumption, on brand mindset, 4) Exploring the impact of consumer product behavior and brand mindset on brand equity. This study at-tempted to compare the views of tea companies and consumers. Therefore, the template analysis style was used to analyze the 52 tea companies constructing brands with brand elements, and 496 valid questionnaires were used to analyze young consumer’s brand mindset and the impact on brand equity. The results indicated that Tea companies in Taiwan used professional brand elements to construct a brand resonance model, which made it difficult to create a deep connection with consumers, leading to the resonance model was not stable. The results also indicated that young consumers’ behavior didn’t affect brand mindset, while Credit Guarantee, Sensory Taste, and Tea Category were the main factors affecting the brand equity of Taiwanese tea. In sum, this study verified the differences between companies and consumers in terms of methods and results. There-fore, we suggest that tea companies should help consumers construct tea classification frameworks, use images and videos to show the feelings of sensory evaluation, obtain a variety of certification marks, deep the brand mind and refine the brand story.