从制度压力的视角，构建相关理论分析框架，并运用湖南省茶叶产业的调研数据对生产经营主体参与公共品牌建设的动力机制进行实证检验。结果显示：制度模仿压力包含的感知竞争者参与和感知竞争者成功对于生产经营主体参与公共品牌建设驱动效应均不显著；制度强制压力包含的感知政府资源优势对于生产经营主体参与公共品牌建设驱动效应显著，但感知消费者资源优势对于生产经营主体参与公共品牌建设驱动效应不显著；制度规范压力包含的感知社会价值和感知自我价值对生产经营主体参与公共品牌建设驱动效应均显著。在此基础上，从政府动员、消费者参与、生产经营主体社会价值实现等方面对公共品牌建设提出相关建议。

From the perspective of institutional pressure, this paper constructs a willingness-driven model of tea production and opera-tion entities to participate in public brand building, and uses survey data from the main tea-producing regions in Hunan Prov-ince to conduct empirical tests. The results show that the perceived competitor’s participation and perceived competitor’s success contained in institutional imitation pressure are not significant for production and business entities to participate in public brand building; the perceived government resource advantage included in institutional compulsory pressure is for pro-duction and business entities to participate in public brand building. The driving effect is significant, but the perceived con-sumer resource advantage is not significant for production and operation entities to participate in public brand building; the perceived social value and perceived corporate value contained in the pressure of institutional norms are both significant for production and operation entities to participate in public brand building. On this basis, this article puts forward relevant sug-gestions on the construction of public brand from the aspects of government mobilization, consumer participation, and reali-zation of the social value of the main body of production and operation.

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