政府行为、内外部环境与农产品区域公用品牌整合绩效——以江西省为例  

Government Behavior,Internal and External Environment and Regional Public Brand Integration Performance of Agricultural Products

作　　者：李道和[1] 叶丽红 陈江华 LI Daohe;YE Lihong;CHEN Jianghua

机构地区：[1]江西农业大学人文与公共管理学院,南昌330045 [2]江西农业大学经济管理学院,南昌330045

出　　处：《农业技术经济》2020年第8期130-142,共13页Journal of Agrotechnical Economics

基　　金：江西省现代农业产业技术体系建设专项“茶叶经济岗位项目”(编号:JXARS-02)。

摘　　要：本文基于江西省茶叶区域公用品牌整合调研数据,通过构建结构方程模型(SEM),实证分析了政府行为、企业内外部环境与农产品区域公用品牌整合绩效之间的影响机制与作用路径。研究结果表明,政府行为中总体规划、服务指导对于农产品区域公用品牌整合绩效有显著正向作用,并且对于优化企业内外部环境也有显著的正向影响;同时,监督规范对企业内外部环境有显著负向影响,但对农产品区域公用品牌整合绩效有显著正向影响;此外,企业内外部环境对于农产品区域公用品牌整合绩效的正向影响假设得到了验证,并且在总体规划、服务指导、营销推广与品牌整合绩效之间起着中介作用;营销推广则通过企业内外部环境间接作用于农产品区域公用品牌整合绩效。Based on the survey data of public brand integration in the tea area of Jiangxi Province,this paper empirically analyzes the influence mechanism and impact pathway among government behavior,internal and external environment of enterprises and regional public brand integration performance of agricultural products by using Structural Equation Model(SEM).The results indicate that the overall planning and service guidance in government behavior has a significantly positive effect on the performance of regional public brand integration of agricultural products,and also have a significantly positive impact on optimizing the internal and external environment of enterprises.At the same time,the supervision norms have negatively significant effects on the internal and external environment of enterprises,but have a significantly positive impact on the performance of regional public brand integration in agricultural products;in addition,the positive impact of the internal and external environment of the enterprise on the regional public brand integration performance of agricultural products has been verified,and it plays an intermediate role between overall planning,service guidance,marketing promotion,and brand integration performance;marketing promotion indirectly affects the performance of regional public brand integration of agricultural products through the internal and external environment of the enterprise.

关 键 词：农产品区域公用品牌 整合绩效 政府行为 内外部环境 结构方程模型 

分 类 号：F323.5[经济管理—产业经济] D630[政治法律—政治学]