延边黄牛区域品牌形象对购买意图的影响研究
发布时间：2018-08-24 19:55
【摘要】：伴随着经济全球化的深入,市场竞争日益激烈。品牌已逐渐走进生活的方方面面,跟品牌一同影响消费需求的还有其产地,也可以称其为区域品牌。产品的产地和产地形象对消费者对于产品的感知往往起到了“身份证”、“外包装”等多样性的功用。我国幅员辽阔,各个地域的政治、经济、文化、生活习惯等都不尽相同,对于不同产地的产品,消费者也有着不同的感知。尤其在与人们生活息息相关的食品方面,消费者更是越来越多地将产品的质量、安全等与产地的形象挂钩。长久以来,延边黄牛作为健康高档的肉牛品种一直受到延边地区及很多钟爱牛肉的消费者的广泛青睐,随着延边黄牛产业战略以及“长-吉-图”国家级发展战略的实施与推进,延边州从黄牛基地建设和牛肉的深加工入手,着力打造延边黄牛的产业化模式,在顺利申请并获批地理标志品牌后,为了满足消费者对于农产品从吃饱到吃好再到绿色健康甚至个性化饮食的需求转变,延边黄牛进入了一个全新的阶段,逐渐向品牌化、规模化、集群化发展,已形成了具有一定竞争力的区域品牌。本文在借鉴国内外学者研究成果的基础上。研究验证区域品牌形象对消费者购买意图的影响,通过实证分析的研究方法,科学识别区域品牌形象、品牌态度以及购买意图三者关系,充实区域品牌形象、品牌态度及购买意图的研究理论体系,为企业、政府提出区域品牌建设建议,优化延边黄牛区域品牌形象,增加延边黄牛销量、提升品牌竞争力,促进这一产业及地区的经济发展,同时展开和丰富区域品牌形象与购买意图的影响研究。
[Abstract]:With the deepening of economic globalization, market competition is becoming increasingly fierce. Brand has gradually entered into all aspects of life, with the impact of consumer demand with the brand and its origin, can also be called regional brand. The origin and image of the product often play a "identity card", "outer packaging" and other functions to consumer perception of the product. Our country has a vast territory, and the political, economic, cultural and living habits of different regions are different. Consumers have different perceptions of products from different producing areas. Especially in the aspect of food which is closely related to people's life, consumers more and more link the quality and safety of products with the image of origin. For a long time, Yanbian Yellow cattle, as a healthy and high-grade beef breed, has been widely favored by Yanbian area and many beef-loving consumers. With the implementation and promotion of Yanbian cattle industry strategy and "Chang-Ji-tu" national development strategy, Yanbian prefecture starts with the construction of yellow cattle base and the deep processing of beef, and makes great efforts to create the industrialization mode of Yanbian yellow cattle. After the successful application and approval of the geographical indication brand, in order to meet the change of consumers' demand for agricultural products from satiety to good food to green health and even personalized diet, Yanbian Yellow cattle entered a new stage and gradually turned to brand. Scale, cluster development, has formed a certain competitive regional brand. This article draws lessons from domestic and foreign scholars' research results. The research verifies the influence of regional brand image on consumers' purchase intention, and through the research method of empirical analysis, scientifically identifies the relationship among regional brand image, brand attitude and purchase intention, and enriches the regional brand image. Brand attitude and purchase intention research theory system, for enterprises, the government put forward regional brand construction proposals, optimize Yanbian cattle regional brand image, increase Yanbian cattle sales, enhance brand competitiveness, To promote the economic development of the industry and the region, and to develop and enrich the regional brand image and purchase intention of the impact of research.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.3
[Abstract]:With the deepening of economic globalization, market competition is becoming increasingly fierce. Brand has gradually entered into all aspects of life, with the impact of consumer demand with the brand and its origin, can also be called regional brand. The origin and image of the product often play a "identity card", "outer packaging" and other functions to consumer perception of the product. Our country has a vast territory, and the political, economic, cultural and living habits of different regions are different. Consumers have different perceptions of products from different producing areas. Especially in the aspect of food which is closely related to people's life, consumers more and more link the quality and safety of products with the image of origin. For a long time, Yanbian Yellow cattle, as a healthy and high-grade beef breed, has been widely favored by Yanbian area and many beef-loving consumers. With the implementation and promotion of Yanbian cattle industry strategy and "Chang-Ji-tu" national development strategy, Yanbian prefecture starts with the construction of yellow cattle base and the deep processing of beef, and makes great efforts to create the industrialization mode of Yanbian yellow cattle. After the successful application and approval of the geographical indication brand, in order to meet the change of consumers' demand for agricultural products from satiety to good food to green health and even personalized diet, Yanbian Yellow cattle entered a new stage and gradually turned to brand. Scale, cluster development, has formed a certain competitive regional brand. This article draws lessons from domestic and foreign scholars' research results. The research verifies the influence of regional brand image on consumers' purchase intention, and through the research method of empirical analysis, scientifically identifies the relationship among regional brand image, brand attitude and purchase intention, and enriches the regional brand image. Brand attitude and purchase intention research theory system, for enterprises, the government put forward regional brand construction proposals, optimize Yanbian cattle regional brand image, increase Yanbian cattle sales, enhance brand competitiveness, To promote the economic development of the industry and the region, and to develop and enrich the regional brand image and purchase intention of the impact of research.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.3
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