琼中绿橙品牌认知现状及发展对策研究  

STUDY ON THE COGNITIVE STASUS AND DEVELOPMENT COUNTERMEASURES OF QIONGZHONG GREEN ORANGE BRAND

作　　者：潘友仙[1] 刘慧琳 黄文强[2] Pan Youxian;Liu Huilin;Huang Wenqiang(School of Management,Hainan University,Haikou 570228,Hainan,China;Personnel Department of Hainan University,Haikou 570228,Hainan,China)

机构地区：[1]海南大学管理学院,海口570228 [2]海南大学人事处,海口570228

出　　处：《农业科研经济管理》2022年第1期27-33,共7页Management for Economy in Agricultural Scientific Research

基　　金：海南省自然科学基金“海南琼中绿橙品牌可持续性研究——基于关系质量视角”(718MS030)。

摘　　要：琼中绿橙是海南省具有代表性的水果之一,拥有悠久的发展历史。然而,相较于“褚橙”等品牌水果,琼中绿橙的品牌发展速度较为缓慢。但由于知名度低、缺少必要的宣传手段,琼中绿橙的消费很大程度上局限在海南当地,这大大限制了琼中绿橙的发展。因此,文章从品牌认知体系入手设计问卷,应用SPSS软件对一手数据进行因子分析和回归分析,探索琼中绿橙品牌认知度低的原因,并针对原因提出相应的提升策略,对推动琼中绿橙的发展,提高消费者对琼中绿橙的购买意愿具有重要意义。Qiongzhong green orange is one of the representative fruits in Hainan province and has a long history of development.Benefiting from the unique and excellent planting environment in Qiongzhong,Hainan province,Qiongzhong green orange has become a nationally renowned high-quality fruit.Qiongzhong green orange has the characteristics of early maturity and great market potential among similar varieties.However,compared with"Chu Orange"and other brand fruits,the brand development of Qiongzhong green orange is relatively slow.Qiongzhong green orange consumption is largely limited to Hainan,which greatly restricts the development of Qiongzhong green orange.Therefore,starting with the brand cognition system,this paper designed a questionnaire,applied SPSS software to conduct factor analysis and regression analysis on the first-hand data,explored the reasons for the low brand awareness of Qiongzhong green orange,and put forward corresponding improvement strategies according to the reasons,which is of great significance to promote the development of Qiongzhong green orange and improve consumers’purchase intention of Qiongzhong green orange.

关 键 词：品牌认知 消费意愿 琼中绿橙 因子分析 

分 类 号：F326.13[经济管理—产业经济] F323.5