地理标志视角下的信阳毛尖品牌建设研究

发布时间：2018-03-16 13:10

本文选题：地理标志农产品　切入点：信阳毛尖　出处：《郑州航空工业管理学院》2017年硕士论文　论文类型：学位论文

【摘要】：19世纪80年代地理标志概念在欧洲的兴起,推动了农业经济的创新发展,随后各国纷纷依据本国国情,制定相应的法律法规政策,整合优势资源,在农产品地理标志保护的基础上,加强其品牌建设的力度,实现了农业经济的高速发展,提高了农民收入。信阳毛尖作为我国的十大名茶之一,自2003年在国家工商总局注册登记并获得地理标志商标以来,其在品牌化发展方面取得了巨大的成就:不仅带动了信阳地区农业经济的快速发展,实现了农民收入水平的极大提高,而且还推动了整个地区的区域经济发展,农业产业向着规模化、现代化的方向发展。然而,随着各个国家、地区之间贸易的愈加频繁,农产品市场的竞争日益激烈,信阳毛尖想要在日益复杂的环境中生存下来并获得发展,加强品牌建设是它唯一的道路。本文首先就信阳毛尖在品牌建设方面的基本概况进行分析,主要介绍了其品牌建设的现状,存在的问题与制约因素;随后通过文献阅读、专家访谈的形式,按照原产地因素、品牌建设主体因素、消费者因素和产品自身因素四个方面梳理出信阳毛尖品牌建设的影响因素;然后通过问卷调查的方式,分别对各影响因素和信阳毛尖品牌建设水平进行评价打分,通过主成分分析法和多元回归方法得出信阳毛尖品牌建设总体处于中等偏下水平,建设主体因素,原产地因素,产品因素,消费者因素对其影响显著;最后根据实证分析的结果并结合前文中对于信阳毛尖品牌建设存在的问题和制约因素的介绍,尝试性的将地理标志与品牌建设结合起来,提出了夯实品牌基础,打造品牌竞争力和做好品牌维护三个对策性建议。
[Abstract]:In 1880s, the rise of the concept of geographical indication in Europe promoted the innovation and development of agricultural economy. Subsequently, according to their national conditions, various countries formulated corresponding laws, regulations and policies to integrate superior resources. On the basis of the protection of agricultural products' geographical indications, we should strengthen the strength of its brand building, realize the rapid development of the agricultural economy, and raise the income of the peasants. Xinyang Maojian Tea, as one of the top ten famous tea in China, Since 2003, when it was registered with the State Administration of Industry and Commerce and obtained the geographical indication trademark, it has made great achievements in brand development: it has not only driven the rapid development of agricultural economy in Xinyang area, The farmers' income level has been greatly improved, and the regional economic development of the whole region has been promoted, and the agricultural industry has developed towards the direction of scale and modernization. However, with each country, the trade between regions has become more and more frequent. The market for agricultural products is increasingly competitive. Xinyang Maojian Tea wants to survive and develop in an increasingly complex environment. Strengthening brand construction is its only way. Firstly, this paper analyzes Xinyang Maojian Tea's basic situation in brand construction, mainly introduces the current situation, existing problems and restrictive factors of his brand construction, and then through literature reading, The form of expert interview, according to the origin factor, brand construction main factor, consumer factor and the product itself factor four aspects combed out Xinyang Maojian Tea brand construction influence factor; then through the questionnaire survey way, The influence factors and Xinyang Maojian Tea brand construction level were evaluated and scored respectively. Through principal component analysis and multivariate regression method, it was concluded that the overall building of Xinyang Maojian Tea brand was at the middle and lower level, the main construction factor and the origin factor. Product factors, consumer factors have a significant impact on it. Finally, according to the results of empirical analysis and combined with the previous introduction of Xinyang Maojian Tea brand construction problems and constraints, try to combine geographical indications with brand construction. Three countermeasures are put forward to strengthen brand foundation, build brand competitiveness and do brand maintenance well.
【学位授予单位】：郑州航空工业管理学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.12;F323.5

【参考文献】