Abstract: In order to alleviate the outstanding problem of “One Product with Multiple Brands”, Jiangxi Province implemented a tea brand integration strategy to accelerate the development of the tea industry. Based on the survey data of tea enterprises in Jiangxi Province, this paper empirically analyzed the influencing factors of tea regional public brand integration performance from the perspective of tea enterprises. The results show that the direct effect of policy support on the participation of tea enterprises in regional public brand integration performance did not pass the significance test. Instead, it directly affected the business performance of tea enterprises through acting on the internal management of the company. The policy support helped to promote the internal management of the enterprise. Brand supervision, marketing promotion, industrial development conditions had significant and positive impacts on the regional public brand integration performance of tea companies. Therefore, strengthening the regional public brand supervision, improving product marketing and promotion capabilities, and optimizing the industrial development environment would help improve the business performance of tea companies.

Key words: tea, regional public brands, brand integration, performance, structural equation model