农产品品牌发展与价格波动的关系研究——基于“虾子辣椒”的案例分析  

Research on the Relationship between Agricultural Brand Development and Price Fluctuation——Based on the Case Analysis of “Shrimp Pepper”

作　　者：徐大佑[1] 林燕平 XU Da-you;LIN Yan-ping(Business School Guizhou University of Finance and Economics,Guiyang Guizhou 550025)

机构地区：[1]贵州财经大学工商学院,贵州贵阳550025

出　　处：《价格月刊》2019年第1期17-22,共6页

基　　金：贵州省;商务部联合基金项目"滇黔桂地区山地绿色农产品品牌塑造与反贫困研究"(编号:[2015]SWBZD20号);贵州省软科学计划项目"贵州绿色发展现状调查研究"(编号:黔科合基础[2016]1530-3号);贵州财经大学2018年度在校学生科研资助项目

摘　　要：随着人们生活水平的提高,消费者对农产品的追求不仅仅是满足其基本生活需要,而且要满足其追求品质和品牌等附加值的愿望。因此,相对于非品牌农产品,知名品牌农产品在价格上具有优势,且能够保持高价。以虾子辣椒为例,深入剖析了品牌与价格之间的关系,通过横向与纵向比较发现:打造虾子辣椒品牌有利于提升产品价值、进一步提高市场价格、增加农民收入。With the improving living standard, the pursuit in agricultural products from consumers was not only satisfying the fundamental living demand, but also satisfying the pursuing wish for quality and brand. Thus,compared with the normal agricultural products, the famous agricultural products had advantage in price and could maintain high price. With shrimp pepper as instance, this paper studies the relationship between the brand and price, and discovers by horizontal and vertical comparison that building the brand of shrimp pepper was benefit to improving the product value, further increasing market price and increasing farmers' income

关 键 词：农产品品牌 品牌价值 农产品价格 虾子辣椒 

分 类 号：F304.2[经济管理—产业经济]