In this paper, we provide a new norm(α-Berezin norm) on the space of all bounded linear operators defined on a reproducing kernel Hilbert space, which generalizes the Berezin radius and the Berezin norm. We study the basic properties of the α-Berezin norm and develop various inequalities involving the α-Berezin norm. By using the inequalities we obtain various bounds for the Berezin radius of bounded linear operators, which improve on the earlier bounds. Further, we obtain a Berezin radius inequality for the sum of the product of operators, from which we derive new Berezin radius bounds.