西南林业大学学报2024，Vol.8Issue(4)：55-61,7.
基于消费者角度农产品区域公用品牌竞争力评价研究
Research on Evaluation of Regional Public Brand Competitiveness of Agricultural Products from the Consumer Perspective
摘要
Abstract
To focus on building a regional public brand for Yunnan's agricultural products and enhance the competitiveness of the agricultural product market in Yunnan Province.The article takes 7 regional agricultural product public brands in Yunnan Province as the research object and selects 5 indicators to reflect brand competi-tiveness,including brand awareness,brand recognition,brand reputation,and brand loyalty.From the consumers'perspective an evaluation questionnaire is designed to obtain first-hand data.Through SPSS software,a fuzzy com-prehensive evaluation method is used to evaluate the competitiveness of agricultural product regional public brands from the consumer perspective.The results show that the 7 regional agricultural public brands,Mengzi Pomegranate,Baoshan Coffee,and Wenshan Notoginseng,are stronger brands,which primarily reflects the regional advantages of fruits,coffee,and medicinal materials in Yunnan;at the same time,Yuanmou Tomato,Menghai Tea,Wuding Chicken,and Huaning Citrus are relatively weaker brands,and appropriate countermeasures need to be found to im-prove the competitiveness of these brands.The overall level of brand competitiveness is good,and the brand reputa-tion and loyalty show a trend of improvement.Mengzi Pomegranate,Baoshan Coffee,and Wenshan Notoginseng rank first,second,and third in terms of comprehensive scores,while Huaning Citrus ranks last;Baoshan Coffee has the highest scores in brand awareness and brand,while Mengzi Pomegranate and Wenshan Notoginseng have the highest scores in brand reputation and brand loyalty;Huaning Citrus has the lowest scores in brand recognition,brand repu-tation,and brand loyalty;and Wuding Chicken has the weakest scores in brand awareness and bran.Based on this,suggestions are proposed to improve brand awareness through multi-channel promotion,utilize brand resource advan-tages and historical and cultural advantages to enhance awareness,continuously promote technological innovation and promotion to strengthen brand recognition through quality,maintain customer satisfaction,and maintain brand reputa-tion and loyalty,to promote the competitiveness of regional public brands for agricultural products.关键词
农产品/品牌/消费者/竞争力/模糊综合评价法Key words
agricultural product/brand/consumer/ccompetitiveness/fuzzy comprehensive evaluation method分类
管理科学引用本文复制引用
廖灵芝,杨晓燕..基于消费者角度农产品区域公用品牌竞争力评价研究[J].西南林业大学学报,2024,8(4):55-61,7.基金项目
云南省高原特色农产品区域公用品牌竞争力提升研究(2022J0527)资助. （2022J0527）
