地理标志农产品对品牌营销竞争力的影响——以四川省为例

发布时间：2018-03-11 15:46

本文选题：地理标志　切入点：农产品　出处：《中国农业资源与区划》2017年04期 　论文类型：期刊论文

【摘要】：[目的]通过分析四川省地理标志对农产品品牌营销竞争力的影响,以期促进当地地理标志农产品的快速发展和推广。[方法]文章构建影响地理标志农产品品牌营销竞争力的指标体系,通过问卷调查的方式获得消费者对地理标志农产品的相关数据,并在对问卷的信度和效度检验的基础上,对影响地理标志农产品营销竞争力的各因素进行了多元回归分析。[结果](1)针对地理标志农产品的品质和价格问题分别有64.91%、39.1%的消费者表示同意或非常同意地理标志农产品的品质、价格比其它同类农产品好;(2)针对地理标志农产品的品牌名称和外观问题分别有81.1%、57.9%的消费者表示同意或非常同意地理标志农产品的品牌名称和外观比其它同类农产品要好;(3)针对地理标志农产品的品牌个性和品牌文化问题分别有53.14%、53.63%的消费者表示同意或非常同意地理标志农产品的品牌个性和品牌文化比其它同类农产品要好;(4)针对地理标志农产品的品牌声誉和品牌口碑问题分别有53.63%、70.67%的消费者表示同意或非常同意地理标志农产品的品牌声誉和品牌口碑比其它同类农产品要好;(5)针对消费者是否愿意购买地理标志农产品,73.94%的消费者表示愿意购买,73.68%的消费者更是愿意将地理标志农产品作为同类农产品的首选。[结论]地理标志农产品对消费者购买意愿的影响排序依次是品牌性能价值品牌传播力品牌显示力,同时证明地理标志有利于提高农产品的品牌竞争力。
[Abstract]:[objective] to analyze the influence of geographical indications of Sichuan province on the competitiveness of agricultural products brand marketing. In order to promote the rapid development and promotion of local geographical indication agricultural products. [methods] the article constructs the index system that affects the competitiveness of geographical indication agricultural products brand marketing, Based on the reliability and validity test of the questionnaire, the relevant data of consumers on the agricultural products of geographical indication were obtained through the questionnaire survey. Multivariate regression analysis was carried out on the factors influencing the competitiveness of geographical indication agricultural products marketing. [results] [results] 64.91% of the consumers agreed or strongly agreed with the quality of geographical indication agricultural products in view of the quality and price of geographical indication agricultural products. Price is better than other agricultural products of the same kind) the brand name and appearance of geographical indication agricultural products are 81.1% or 57.9% of consumers agree or very agree with the brand name and appearance of geographical indication agricultural products than other agricultural products of the same kind. The brand personality and brand culture of geographical indication agricultural products are 53.14% or 53.63% of consumers agree or agree that the brand personality and brand culture of geographical indication agricultural products are better than other similar agricultural products. In view of the brand reputation and brand reputation of geographical indication agricultural products, 53.63% or 70.67% of consumers agree or agree that the brand reputation and brand reputation of geographical indication agricultural products are better than other similar agricultural products. 73.94% of the consumers are willing to buy the geographical indication agricultural products, and 73.68% of the consumers are willing to choose the geographical indication agricultural products as the first choice of the same kind of agricultural products. [conclusion] the geographical indication agricultural products are preferred to consumers. The order of influence of wish is brand performance value brand communication power brand display power. At the same time, it is proved that geographical indication is beneficial to improve the brand competitiveness of agricultural products.
【作者单位】：内江职业技术学院;
【基金】：四川省职业教育教学改革研究立项课题“基于高职市场营销专业的营销实践改革研究”(ZYB156)
【分类号】：F323.5

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