基于消费者感知的特色农产品区域品牌形象结构分析  

An Analysis of Regional Brand Image Structure of Featured Agricultural Products Based on Consumer's Perception

作　　者：许基南[1] 李建军[1] 

机构地区：[1]江西财经大学工商管理学院,江西南昌330013

出　　处：《当代财经》2010年第7期71-78,共8页Contemporary Finance and Economics

基　　金：国家社科基金项目"建设现代农业问题研究-特色农产品区域品牌创建研究"(07BJY117)

摘　　要：特色农产品区域品牌形象由农产品的产品形象、区域形象、消费者形象和企业形象四个维度构成;在特色农产品区域品牌形象中最重要的是区域形象,独特的地理位置和厚重的人文历史是区域形象的特色及亮点;另外,产品形象,特色农产品的质量保证、食品安全、农产品的口感、营养成分以及社会认同都对消费者的感知会产生较大的影响;其次,产销企业形象,产销企业的社会营销,以及产销企业的规模和实力都会对消费者的感知产生一定的影响;最后是消费者形象,农产品的消费价值观以及农产品消费的地位联想都会对消费者的感知产生影响。The regional brand image of featured agricultural produ cts is composed of product image,regional image,consumer image and enterprise image;among them,regional image is the most important factor,which is characterized and highlighted by the unique geographical location and rich human history.In addition,the perception of consumers will be largely affected by such factors as product image,the quality assurance,food safety,sense of taste,nutrient composition and social identification of the featured agricultural products.Next,it is affected by the image,social marketing,and size and strength of both production enterprises and sales enterprises to a certain extent.Lastly,it is also influenced by consumer image,the consumption values towards agricultural products,and the association about the status of agricultural product consumption.

关 键 词：特色农产品 区域品牌形象 品牌形象 结构 消费者感知 

分 类 号：F274[经济管理—企业管理]