【摘要】：研究發(fā)現(xiàn)消費者對武陵山區(qū)產(chǎn)品評價存在類別差異,對農(nóng)特產(chǎn)品和旅游產(chǎn)品的評價積極,并顯著高于工業(yè)產(chǎn)品。不同類別的產(chǎn)品評價均受到武陵山地區(qū)形象的影響,其中旅游形象、政治形象、強勢品牌形象和地理生態(tài)形象正向影響農(nóng)特產(chǎn)品和旅游產(chǎn)品評價;而經(jīng)濟形象的影響不顯著,說明農(nóng)特產(chǎn)品、旅游產(chǎn)品評價不受地區(qū)經(jīng)濟發(fā)達程度的影響。研究還發(fā)現(xiàn)武陵山區(qū)產(chǎn)品評價受到消費者來源地的影響。這些結(jié)論對武陵山區(qū)制定產(chǎn)業(yè)投資和區(qū)域營銷策略具有指導(dǎo)意義。
[Abstract]:It is found that there is a category difference in the product evaluation of Wuling Mountain area, and the evaluation of agricultural special products and tourism products is positive, and is significantly higher than that of industrial products. Different types of product evaluation are affected by the Wuling Mountain region image, including tourism image, political image, strong brand image and geographical ecological image positively affect the evaluation of agricultural products and tourism products, but the impact of economic image is not significant. Agricultural products, tourism products evaluation is not affected by the degree of regional economic development. The study also found that the Wuling Mountain area product evaluation was affected by the origin of consumers. These conclusions have guiding significance for Wulingshan District to formulate industrial investment and regional marketing strategy.
【作者單位】： 湖北民族學(xué)院經(jīng)濟與管理學(xué)院;湖北財稅職院;
【基金】：國家社科基金資助項目(項目編號:12BGL055) 湖北省教育廳人文社科基金資助項目(項目編號:14Q064)
【分類號】：F713.55

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