【摘要】：伴隨著經(jīng)濟(jì)全球化的深入,市場競爭日益激烈。品牌已逐漸走進(jìn)生活的方方面面,跟品牌一同影響消費(fèi)需求的還有其產(chǎn)地,也可以稱其為區(qū)域品牌。產(chǎn)品的產(chǎn)地和產(chǎn)地形象對消費(fèi)者對于產(chǎn)品的感知往往起到了“身份證”、“外包裝”等多樣性的功用。我國幅員遼闊,各個地域的政治、經(jīng)濟(jì)、文化、生活習(xí)慣等都不盡相同,對于不同產(chǎn)地的產(chǎn)品,消費(fèi)者也有著不同的感知。尤其在與人們生活息息相關(guān)的食品方面,消費(fèi)者更是越來越多地將產(chǎn)品的質(zhì)量、安全等與產(chǎn)地的形象掛鉤。長久以來,延邊黃牛作為健康高檔的肉牛品種一直受到延邊地區(qū)及很多鐘愛牛肉的消費(fèi)者的廣泛青睞,隨著延邊黃牛產(chǎn)業(yè)戰(zhàn)略以及“長-吉-圖”國家級發(fā)展戰(zhàn)略的實(shí)施與推進(jìn),延邊州從黃�；亟ㄔO(shè)和牛肉的深加工入手,著力打造延邊黃牛的產(chǎn)業(yè)化模式,在順利申請并獲批地理標(biāo)志品牌后,為了滿足消費(fèi)者對于農(nóng)產(chǎn)品從吃飽到吃好再到綠色健康甚至個性化飲食的需求轉(zhuǎn)變,延邊黃牛進(jìn)入了一個全新的階段,逐漸向品牌化、規(guī)�；�、集群化發(fā)展,已形成了具有一定競爭力的區(qū)域品牌。本文在借鑒國內(nèi)外學(xué)者研究成果的基礎(chǔ)上。研究驗(yàn)證區(qū)域品牌形象對消費(fèi)者購買意圖的影響,通過實(shí)證分析的研究方法,科學(xué)識別區(qū)域品牌形象、品牌態(tài)度以及購買意圖三者關(guān)系,充實(shí)區(qū)域品牌形象、品牌態(tài)度及購買意圖的研究理論體系,為企業(yè)、政府提出區(qū)域品牌建設(shè)建議,優(yōu)化延邊黃牛區(qū)域品牌形象,增加延邊黃牛銷量、提升品牌競爭力,促進(jìn)這一產(chǎn)業(yè)及地區(qū)的經(jīng)濟(jì)發(fā)展,同時展開和豐富區(qū)域品牌形象與購買意圖的影響研究。
[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.
【學(xué)位授予單位】：延邊大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F326.3

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本文編號：2201863