农产品品牌形象对消费者购买意愿影响研究——以崂山绿茶为例  

Study on the Influence of Agricultural Products Brand Image upon Consumer's Desire to Purchase——Taking Lao Shan Green Tea as an Example

作　　者：文丽娜[1] 崔茂森[1] 

机构地区：[1]青岛农业大学经济与管理学院,青岛266109

出　　处：《林业经济》2017年第6期55-59,共5页Forestry Economics

基　　金：青岛市社科规划项目"基于品牌战略的青岛市农民专业合作社发展研究"(编号:QDSKL130150);青岛农业大学校级课题项目"基于模糊综合评价法的农产品区域品牌竞争力测评"(编号:661/1115745)

摘　　要：优秀的品牌形象可以使该品牌从众多品牌中脱颖而出,有利于提高产品在市场中的占有率。通过对崂山绿茶品牌形象分析可知,茶林所在地形象、茶叶形象、饮茶者形象是影响消费者购买意愿的3个核心维度,同时,应考虑人口统计特征的调节作用,否则会出现管理中的"短板效应",影响崂山绿茶品牌竞争力的整体提升。One brand with prominent well-designed brand image may stand out among others.As a result,it is advantageous to enlarge the brand＇s market share.By analyzing the brand image of Lao Shan green tea,it indicates that the image of tea plantation location,the shape of tea and the image of tea drinkers are three core dimensions that affect consumers＇ purchasing intention.Meanwhile,the adjustment function of demographic characteristics should also be taken into account.Otherwise,it may incur＂Short-board effect ＂,affecting the overall competitiveness of Lao Shan green tea brand.

关 键 词：农产品 品牌形象 消费者购买意愿 

分 类 号：F323.5[经济管理—产业经济] F713.55