Abstract:

Chinese new-style tea is an important carrier to inheriting tea culture, and also an important catering industry to meet the needs of young people. Based on theories of enterprise spatial growth and diffusion, taking the eight new-style tea brands as examples, this paper studies the spatial distribution, expansion characteristics and influencing factors of their chain stores. The results show that: ①The spatial distribution of new-style tea chain stores shows a pattern of "more in the southeast and less in the northwest" and a hierarchical distribution pattern. Both the low level brands and middle level brands have covered a large span of regions, while the premium brands are mainly locate in big cities. ②New-style tea brands basically follow the general rule of corporate expansion. In the initial stage, they tend to expand in proximity based on their founding locations. In the growth stage, the premium brands will be located in big cities, while the low and middle brands adopt jumping and contagious expansion at the same time. In the maturation stage, brands of each class show more significant path differences. ③The level of economic development, total retail sales of consumer goods, population and number of general undergraduate and college students in each city have the greatest influence on the layout of new-style tea chain shops. There are differences in the effects of each factor on different grades of brands, with proximity to the place of origin having weaker explanatory power on the layout of shops for all brands, especially for high-level new-style tea brands. ④Influenced by factors such as brand class and local tastes, the distribution range and key distribution areas of new-style tea shops are different compared to traditional restaurants and coffee shops.

Key words: new-style tea, distribution characteristics, expansion characteristics, Geo Detector, China

摘要：

新茶饮是传承茶文化的重要载体，亦是满足人民美好生活需要的新兴餐饮行业。基于企业空间增长相关理论，以国内八大新茶饮品牌为例，采用空间分析和地理探测器方法，对新茶饮品牌连锁门店的空间分布、扩张特征及影响因素进行研究，并对比其与传统餐饮业及咖啡店的异同。结果表明：①新茶饮门店总体呈现“东南多西北少”的等级分布格局。不同档次品牌分布差异明显，低端品牌大范围落地、多区域深耕；中端品牌广泛分布、局域深耕，并存在一定的区域分化；高端品牌立足大城市，初步形成集聚区。②新茶饮品牌基本遵循企业扩张的一般规律，初创期通常立足于创始地进行接触扩散；成长期高端品牌转变为跳跃式扩散、优先占据大城市，而中低端品牌则几乎同时进行跳跃式与接触扩散；在成熟期，各档次品牌的扩张路径差异更为显著。③各城市的经济发展水平、社会消费品零售总额、人口总数及普通本专科在校学生数对新茶饮连锁门店分布的影响最大。各因素对不同档次品牌的影响作用存在差异，距离发源地的远近对所有品牌门店分布的解释力均较弱，尤其是对于高端新茶饮品牌。④受品牌档次、地方口味等因素影响，新茶饮门店在分布范围及重点分布区域等方面与传统餐饮业和咖啡店存在一定差异。

关键词: 新茶饮, 分布特征, 扩张特征, 地理探测器, 中国