食品品牌知名度与质量等级之间的关系研究——以食用油为例  

A Research of the Relationship Between Food Brand Awareness and Quality Grade, with Cooking Oil as an Example

作　　者：李太平[1] 王天玉 LI Tai-ping;WANG Tian-yu(School of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China)

机构地区：[1]南京农业大学经济管理学院,南京210095

出　　处：《西南大学学报（自然科学版）》2019年第4期57-63,共7页Journal of Southwest University(Natural Science Edition)

基　　金：国家自然科学基金项目(71173114)

摘　　要：食品品牌代表着企业商誉,是传递质量信号的重要标志.同样,食品质量等级也能够反映出食品的质量好坏.然而在现实生活中,消费者对食品品牌的关注要远高于对食品质量等级的关注.在食品购买的过程中,质量等级有时甚至会被消费者忽视.那么,关于品牌知名度能否作为质量的代名词目前还没有学者给出相关的结论.因此以食用油为例,采用描述性统计的方法,对目前市场上销售的食用油品牌与他们对应的质量等级进行研究,从而验证两者之间是替代的关系还是互补的关系,进而对国家在质量监管和企业的发展战略方面提出相应的建议.Food brand represents the reputation of enterprises and it is an important sign to transmit the quality signal. Similarly, the quality grade of food can reflect its quality. In real life, however, consumers pay much more attention to food brands than to food quality grades. In food purchase, food quality grade may even be ignored by consumers. Whether brand awareness can be a synonym for quality has not yet come to a conclusion. Taking cooking oil as an example and adopting the method of descriptive statistics, this paper researches edible oil of various brands and their corresponding quality grades, so as to understand whether the relationship between the popularity of a food brand and its quality grade is alternative or complementary. Finally, this paper offers some suggestions in respect of quality regulation by the government and enterprise development strategy.

关 键 词：品牌知名度 质量等级 食用油 

分 类 号：TS201.6[轻工技术与工程—食品科学] S375[轻工技术与工程—食品科学与工程]