The Empirical Analysis Of The Influence Factors Of Tea In China

With the international business activities more and more intensive, the competition between international enterprises is not only on price or technology, but especially on brand. We can say that the international business has entered into such an age, which says "brand competition" age. The brand building in international trade is the main part of transforming the way of international trade and adjusting the structure of foreign trade, as well as the important method of enhance the international competitiveness. And tea is one of the important farm products and also the main exporting farm product. It acts as an important role in the foreign trade system. For this reason, as the main participant in tea exporting, the tea enterprises act as the key role in building the tea brand. Today, most of the tea enterprises lack their own brand, which is a disadvantage in the international market. Brand building can enhance companies’competitive power and capture international market. Thus we must pay more attention on tea brand building.This paper bases on the competitive advantage theory and the value chain theory, analyze the importance of brand building in enhance competitiveness of company. This paper says the successful brand building can help enterprises enhance competitiveness, get the different competitive advantage.Then, this paper also analyzes the situation of our tea industry and brand building. In result, the output and the export volume are increasing year by year. But the advantage is not so obvious. What’s more, on tea brand building, it is said that there is a lot of public brand and lack enterprise brand. According to this result, this paper uses the AHP method to analyze the influence factors of tea brand building. The tea brand building has five influence factors:quality, the environment of the enterprise, the environment of the industry, marketing, others. Then subdivide the main factors, build the hierarchy structure model, and calculate the Weight function of all the factors in building tea brand. At last, according to the result, give practical suggestion about tea brand building.