我国农产品品牌结构评估模型及影响因子研究——基于AHP-模糊综合评价法的实证分析

发布时间：2018-01-25 13:36

本文关键词： 农产品品牌品牌结构品牌结构评估模型 AHP-模糊综合评价　出处：《福建论坛(人文社会科学版)》2014年09期 　论文类型：期刊论文

【摘要】：文章通过主成分分析,找到影响农产品品牌结构形成的关键因素,在此基础上形成评估模型,并采用德尔菲法对模型进行完善。其次,基于AHP-模糊综合评价法,对福建省四个地级市液态奶市场的调查数据进行数据处理,验证模型。最后通过变化假设,对检验过的模型进行应用验证。结果显示:在影响农产品品牌结构评价因子中,"企业实力"、"与目标群的契合度"、"现有科研能力"、"客户成熟度"、"消费者主观认知创新"是最核心影响因子。表明,农产品品牌应从以上5个指标提高品牌能力,并配合其他指标提高品牌结构的科学性,才能建构品牌结构的竞争力,形成强势品牌资产。
[Abstract]:Through principal component analysis, find out the key factors that affect the formation of agricultural product brand structure, and then form an evaluation model based on this, and use Delphi method to improve the model. Secondly. Based on the AHP- fuzzy comprehensive evaluation method, the investigation data of liquid milk market in four prefectural cities of Fujian Province were processed to verify the model. Finally, the change hypothesis was adopted. The results show that, among the factors influencing the evaluation of agricultural product brand structure, "enterprise strength", "fit degree with target group", "existing scientific research capability", "customer maturity". "Consumer subjective cognitive innovation" is the most important factor. It shows that the brand of agricultural products should improve the brand ability from the above five indicators, and cooperate with other indicators to improve the scientific nature of the brand structure. In order to build the competitiveness of brand structure, form strong brand assets.
【作者单位】：闽江学院中文系;
【基金】：教育部青年基金项目《中国农业品牌的品牌结构优选模型研究》(11YJC860007) 福建省教育厅人文社科杰出青年项目(JA12252S)阶段性成果
【分类号】：F224;F323.5
【正文快照】： 摘%要:文章通过主成分分析,找到影响农产品品牌结构形成的关键因素,在此基础上形成评估模型,并采用德尔菲法对模型进行完善。其次,基于AHP-模糊综合评价法,对福建省四个地级市液态奶市场的调查数据进行数据处理,验证模型。最后通过变化假设,对检验过的模型进行应用验证。结果

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