安徽省农产品地理标志品牌与企业品牌知晓度调研分析——基于原产地居民认知视角  

Investigation on Awareness of Agricultural Products Geographical Indication Brand and Enterprise Brand in Anhui Province——Based on Perspective of Consumers' Perception from Orginal Place

作　　者：王浩[1] 邓琪[1,2] 

机构地区：[1]宿州学院经济管理学院,安徽宿州234000 [2]宿州学院皖北中小企业与特色产业发展研究中心,安徽宿州234000

出　　处：《安徽农业科学》2016年第17期249-251,266,共4页Journal of Anhui Agricultural Sciences

基　　金：安徽省哲学社会科学规划项目(AHSKY2014D25);宿州学院皖北中小企业与特色产业发展研究中心开放课题资助(2014YKF28);安徽省质量工程项目市场营销特色专业(2014tszy032)

摘　　要：地理标志农产品作为优质农产品的代名词,深受消费者青睐,社会重视度逐年增强。其品牌化建设能够凸显品牌效应,促使区域内产业集聚,推动区域经济发展。该研究依托地理标志产品兴起的企业品牌对农产品品牌发展的重要影响,基于原产地居民认知视角分析地理标志品牌知名度、企业品牌知名度的现状以及影响因素,探讨集群品牌与企业品牌的关系,提出相应的品牌建设思路。Geographical indication agricultural products are favored by consumers due to high quality.The brand building can highlight the brand effect, promote industrial clustering, advance regional economic development.The enterprise brand based on geographical indication product has important influence on the development of agricultural product brand.The status and influence factors of geographical indication brand and enterprise brand popularity were analyzed from perspective of residents’ cognition from original place.The relationship between cluster brand and enterprise brand was discussed, corresponding brand building idea was also proposed.

关 键 词：农产品 地理标志品牌 产业集群 

分 类 号：S9[农业科学—水产科学]