本文選題：地理標(biāo)志　切入點(diǎn)：農(nóng)產(chǎn)品　出處：《中國(guó)農(nóng)業(yè)資源與區(qū)劃》2017年04期 　論文類(lèi)型：期刊論文

【摘要】：[目的]通過(guò)分析四川省地理標(biāo)志對(duì)農(nóng)產(chǎn)品品牌營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的影響,以期促進(jìn)當(dāng)?shù)氐乩順?biāo)志農(nóng)產(chǎn)品的快速發(fā)展和推廣。[方法]文章構(gòu)建影響地理標(biāo)志農(nóng)產(chǎn)品品牌營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的指標(biāo)體系,通過(guò)問(wèn)卷調(diào)查的方式獲得消費(fèi)者對(duì)地理標(biāo)志農(nóng)產(chǎn)品的相關(guān)數(shù)據(jù),并在對(duì)問(wèn)卷的信度和效度檢驗(yàn)的基礎(chǔ)上,對(duì)影響地理標(biāo)志農(nóng)產(chǎn)品營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的各因素進(jìn)行了多元回歸分析。[結(jié)果](1)針對(duì)地理標(biāo)志農(nóng)產(chǎn)品的品質(zhì)和價(jià)格問(wèn)題分別有64.91%、39.1%的消費(fèi)者表示同意或非常同意地理標(biāo)志農(nóng)產(chǎn)品的品質(zhì)、價(jià)格比其它同類(lèi)農(nóng)產(chǎn)品好;(2)針對(duì)地理標(biāo)志農(nóng)產(chǎn)品的品牌名稱(chēng)和外觀(guān)問(wèn)題分別有81.1%、57.9%的消費(fèi)者表示同意或非常同意地理標(biāo)志農(nóng)產(chǎn)品的品牌名稱(chēng)和外觀(guān)比其它同類(lèi)農(nóng)產(chǎn)品要好;(3)針對(duì)地理標(biāo)志農(nóng)產(chǎn)品的品牌個(gè)性和品牌文化問(wèn)題分別有53.14%、53.63%的消費(fèi)者表示同意或非常同意地理標(biāo)志農(nóng)產(chǎn)品的品牌個(gè)性和品牌文化比其它同類(lèi)農(nóng)產(chǎn)品要好;(4)針對(duì)地理標(biāo)志農(nóng)產(chǎn)品的品牌聲譽(yù)和品牌口碑問(wèn)題分別有53.63%、70.67%的消費(fèi)者表示同意或非常同意地理標(biāo)志農(nóng)產(chǎn)品的品牌聲譽(yù)和品牌口碑比其它同類(lèi)農(nóng)產(chǎn)品要好;(5)針對(duì)消費(fèi)者是否愿意購(gòu)買(mǎi)地理標(biāo)志農(nóng)產(chǎn)品,73.94%的消費(fèi)者表示愿意購(gòu)買(mǎi),73.68%的消費(fèi)者更是愿意將地理標(biāo)志農(nóng)產(chǎn)品作為同類(lèi)農(nóng)產(chǎn)品的首選。[結(jié)論]地理標(biāo)志農(nóng)產(chǎn)品對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的影響排序依次是品牌性能價(jià)值品牌傳播力品牌顯示力,同時(shí)證明地理標(biāo)志有利于提高農(nóng)產(chǎn)品的品牌競(jìng)爭(zhēng)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.
【作者單位】： 內(nèi)江職業(yè)技術(shù)學(xué)院;
【基金】：四川省職業(yè)教育教學(xué)改革研究立項(xiàng)課題“基于高職市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)的營(yíng)銷(xiāo)實(shí)踐改革研究”(ZYB156)
【分類(lèi)號(hào)】：F323.5

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本文編號(hào)：1598838