集群背景下临海蜜橘“母子品牌”认知度提升策略研究
发布时间：2018-10-08 08:17
【摘要】：农产品品牌化是促进我国农业产业化经营、提高农产品竞争力的重要途径。在集群背景下,集群品牌推动个体品牌的建设与发展,个体品牌巩固和提高集群品牌的竞争力,集群品牌和个体品牌的这种“母子”关系能够带动整个产业集群的发展。而品牌认知是品牌价值形成的起点,但当前农产品品牌发展中,面临大多数品牌知名度低、对外影响力小等问题。因此,着力于集群内集群品牌和个体品牌认知度提升策略研究对整个集群产业的健康持续发展具有重要意义。本文选择浙江省的临海蜜橘作为研究对象,对集群背景下临海蜜橘“母子品牌”的认知度进行调查研究。通过二手资料的收集铺垫,针对临海蜜橘集群品牌以及26个个体品牌,对临海蜜橘的原产地——台州的消费者进行问卷调查,了解集群背景下临海蜜橘“母子品牌”认知现状,构建临海蜜橘品牌的认知模型,分析影响蜜橘品牌认知的因素,探索性地提出集群背景下临海蜜橘“母子品牌”认知度的提升对策。集群品牌要明确品牌定位、加强规模有效的品牌宣传、完善资源合理配置;个体品牌分为强势品牌、正常品牌、利基品牌和弱势品牌,强势品牌要维护品牌形象、巩固品牌地位,正常品牌要围绕品牌独特性开展品牌宣传及降价促销活动,利基品牌要根据大众消费者的需要及特征完善品牌内容的独特性,弱势品牌可以延伸产业链。从集群品牌和个体品牌两个方向来有效提升临海蜜橘的知名度,实现临海蜜橘产业的持续发展。
[Abstract]:The brand of agricultural products is an important way to promote agricultural industrialization management and improve the competitiveness of agricultural products. Under the background of cluster, cluster brand promotes the construction and development of individual brand, and individual brand consolidates and improves the competitiveness of cluster brand. The "mother-child" relationship between cluster brand and individual brand can promote the development of the whole industrial cluster. Brand cognition is the starting point for the formation of brand value, but in the current development of agricultural product brand, it faces the problems of low brand awareness and small external influence. Therefore, it is of great significance for the healthy and sustainable development of the whole cluster industry to focus on the strategy of promoting the brand awareness of cluster and individual brand. This paper chooses Linhai honey orange in Zhejiang province as the research object, and investigates the recognition of Linhai honey orange "mother and son brand" under the background of cluster. Through the collection of second-hand data, aiming at Linhai honey orange cluster brand and 26 individual brands, the author investigated the origin of Linhai honey orange-Taizhou consumers, and understood the cognition status of Linhai honey orange "mother and child brand" under the background of cluster. The cognitive model of Linhai mandarin brand is constructed, and the factors influencing the brand cognition are analyzed, and the countermeasures to enhance the cognition of Linhai honey orange "mother and son brand" under the background of cluster are put forward. Cluster brands should define brand positioning, strengthen effective brand publicity on a large scale, and improve rational allocation of resources; individual brands should be divided into strong brands, normal brands, niche brands and weak brands, and strong brands should maintain brand image. To consolidate brand status, normal brand should carry out brand publicity and price reduction promotion activities around brand uniqueness, niche brand should perfect the uniqueness of brand content according to the needs and characteristics of mass consumers, and weak brand can extend industry chain. From the two directions of cluster brand and individual brand, we can effectively promote the popularity of Linhai honey orange and realize the sustainable development of Linhai honey orange industry.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F326.13
本文编号：2256069
[Abstract]:The brand of agricultural products is an important way to promote agricultural industrialization management and improve the competitiveness of agricultural products. Under the background of cluster, cluster brand promotes the construction and development of individual brand, and individual brand consolidates and improves the competitiveness of cluster brand. The "mother-child" relationship between cluster brand and individual brand can promote the development of the whole industrial cluster. Brand cognition is the starting point for the formation of brand value, but in the current development of agricultural product brand, it faces the problems of low brand awareness and small external influence. Therefore, it is of great significance for the healthy and sustainable development of the whole cluster industry to focus on the strategy of promoting the brand awareness of cluster and individual brand. This paper chooses Linhai honey orange in Zhejiang province as the research object, and investigates the recognition of Linhai honey orange "mother and son brand" under the background of cluster. Through the collection of second-hand data, aiming at Linhai honey orange cluster brand and 26 individual brands, the author investigated the origin of Linhai honey orange-Taizhou consumers, and understood the cognition status of Linhai honey orange "mother and child brand" under the background of cluster. The cognitive model of Linhai mandarin brand is constructed, and the factors influencing the brand cognition are analyzed, and the countermeasures to enhance the cognition of Linhai honey orange "mother and son brand" under the background of cluster are put forward. Cluster brands should define brand positioning, strengthen effective brand publicity on a large scale, and improve rational allocation of resources; individual brands should be divided into strong brands, normal brands, niche brands and weak brands, and strong brands should maintain brand image. To consolidate brand status, normal brand should carry out brand publicity and price reduction promotion activities around brand uniqueness, niche brand should perfect the uniqueness of brand content according to the needs and characteristics of mass consumers, and weak brand can extend industry chain. From the two directions of cluster brand and individual brand, we can effectively promote the popularity of Linhai honey orange and realize the sustainable development of Linhai honey orange industry.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F326.13
【参考文献】
相关期刊论文 前1条
1 胡振涛;;基于产业集群的湖北省农产品加工企业品牌建设影响因素研究[J];现代经济信息;2013年22期
，本文编号：2256069
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