农产品区域公用品牌对企业品牌发展的影响--基于湖南省茶叶产业的实证分析  

Influence of Regional Public Brand of Agricultural Products on Enterprise Brand Development--Based on the Empirical Analysis of Tea Industry in Hunan Province

作　　者：廖翼[1] 张婕妤 张国政[3] LIAO Yi;ZHANG Jieyu;ZHANG Guozheng(College of Business,Hunan Agricultural University,Changsha 410128,China;College of Economics and Trade,Hunan University,Changsha 410006,China;Tea Economic Research Center,Hunan Agricultural University,Changsha 410128,China)

机构地区：[1]湖南农业大学商学院,湖南长沙410128 [2]湖南大学经济与贸易学院,湖南长沙410006 [3]湖南农业大学茶业经济研究中心,湖南长沙410128

出　　处：《茶叶通讯》2021年第4期760-767,共8页Journal of Tea Communication

基　　金：湖南省哲学社会科学基金(18YBA232)。

摘　　要：以湖南省5个茶叶区域公用品牌为调研对象,运用因子分析、多元回归分析对研究假设进行实证检验,探讨农产品区域公用品牌对所辖企业品牌发展的影响。结果表明,农产品区域公用品牌对企业品牌发展既有积极影响,也存在一定消极影响。积极影响中,产业带动效应最强,其次是搭载提携效应、集聚辐射效应,企业协同效应最弱。消极影响包括市场开拓抑制效应和负面信息溢出效应,后者的影响大于前者。政府要加强战略规划引领,健全监督管理体系;龙头企业需找准品牌市场定位,做好品牌延伸;中小企业需加强自我管理,规范经营行为。This paper empirically tests the research hypothesis by factor analysis and multiple regression analysis by taking 5 tea regional public brands of Hunan province as the research object,and discusses the impact of regional public brands of agricultural products on the brand development of enterprises under their jurisdiction.The results show that the regional public brand of agricultural products has both positive and negative effects on the enterprise brand development.Among the positive effects,the industry driving effect is the strongest,followed by the carrying effec,agglomeration and radiation effect,and the enterprise synergetic effect is the weakest.The negative effects include inhibition effect of market development and negative information spillover effect,and the latter is greater than the former.The government should strengthen the guidance of strategic planning and improve the supervision and management system.Leading enterprises need to find the correct brand market positioning,do a good job in brand extension.Small and medium-sized enterprises need to strengthen self-management and standardize their business behavior.

关 键 词：农产品 区域公用品牌 企业品牌 正面影响 负面影响 茶叶 

分 类 号：S571.1[农业科学—茶叶生产加工]