地理标志农产品对品牌营销竞争力的影响——以四川省为例

EFFECTS OF AGRICURAL PRODUCTS OF GEOGRAPHICAL INDICATION ON BRAND MARKETING COMPETITIVENESS——TAKE SICHUAN PROVINCE FOR EXAMPLE

关键词:  地理标志 农产品 评价体系 营销竞争力 实证研究

Key words:  geographical indications  produce  evaluation system  marketing competitive  empirical research

摘要:

［目的］通过分析四川省地理标志对农产品品牌营销竞争力的影响，以期促进当地地理标志农产品的快速发展和推广。［方法］文章构建影响地理标志农产品品牌营销竞争力的指标体系，通过问卷调查的方式获得消费者对地理标志农产品的相关数据，并在对问卷的信度和效度检验的基础上，对影响地理标志农产品营销竞争力的各因素进行了多元回归分析。［结果］（1）针对地理标志农产品的品质和价格问题分别有64.91%、39.1%的消费者表示同意或非常同意地理标志农产品的品质、价格比其它同类农产品好； （2）针对地理标志农产品的品牌名称和外观问题分别有81.1%、57.9%的消费者表示同意或非常同意地理标志农产品的品牌名称和外观比其它同类农产品要好； （3）针对地理标志农产品的品牌个性和品牌文化问题分别有53.14%、53.63%的消费者表示同意或非常同意地理标志农产品的品牌个性和品牌文化比其它同类农产品要好； （4）针对地理标志农产品的品牌声誉和品牌口碑问题分别有53.63%、70.67%的消费者表示同意或非常同意地理标志农产品的品牌声誉和品牌口碑比其它同类农产品要好； （5）针对消费者是否愿意购买地理标志农产品， 73.94%的消费者表示愿意购买， 73.68%的消费者更是愿意将地理标志农产品作为同类农产品的首选。［结论］地理标志农产品对消费者购买意愿的影响排序依次是品牌性能价值>品牌传播力>品牌显示力，同时证明地理标志有利于提高农产品的品牌竞争力。

Abstract:

Through the analysis of the influence of geographical indications of agricultural products on brand marketing competitiveness inSichuan province, this paper aimed to promote the fast development of the local geographical indication agricultural products. This paper first analyzed the current situation of Sichuan geographical indications of agricultural brand products, constructed 8 indices four categories of geographical indications of agricultural products, obtained consumer data for geographical indications of agricultural products by questionnaire survey, and analyzed the impacting factors using spss22.0 statistical analysis. The results showedthatthe brand value, brand display, brand culture and brand spreadof geographical indications of agricultural products played important influencesin the brand marketing competition,(1) in view of the quality and priceof geographical indications of agricultural products, 64.91% and 39.1% of consumers agreed or very agreedthe geographical indications of agricultural products had higher quality and prices than other similar agricultural products;(2) in view of the brand name and appearance problems, 81.1% and 57.9% of consumers agreed or very agreedthe product was better;(3) 53.14% and 53.63% of consumers agreed or very agreedthe brand personality and brand cultural problems were better;(4) 53.63% and 70.67% of consumers agreed or very agreedthe brand reputation was better than other similar agricultural products;(5) 73.94% of consumers would like to purchasethe geographical indications of agricultural products. It concluded that the influence of agricultural products of geographical indication on consumer purchase intention sorted as brand performance value > brand display forces>brand communication.The geographical indication can enhance the competitiveness of agricultural products brand.