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| 农业产业集群区域品牌资产形成机理研究 | |
| 引用本文： | 张月莉. 农业产业集群区域品牌资产形成机理研究[J]. 安徽农业科学, 2012, 40(22): 11465-11467 |
| 作者姓名： | 张月莉 |
| 作者单位： | 浙江农林大学经济管理学院,浙江杭州,311300 |
| 基金项目： | 教育部人文社会科学研究规划项目，浙江省哲学社会科学规划基金 |
| 摘 要： | 结合区域营销理论与品牌资产理论,深入分析了农业产业集群区域品牌资产的概念、特征与构成,构建了农业产业集群区域品牌影响因素及作用机制的整合模型。研究表明,区域性因素、产业性因素、品牌性因素是农业产业集群区域品牌资产构成的基础影响因素,而农业产业集群价值链体系建设在上述基础性影响因素与区域品牌资产形成之间发挥着重要的中介作用。 |
| 关 键 词： | 农业产业集群 区域品牌 品牌资产 |
Study on the Mechanism of Regional Brand Equity in Agricultural Industry Cluster Area |
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| ZHANG Yue-li. Study on the Mechanism of Regional Brand Equity in Agricultural Industry Cluster Area[J]. Journal of Anhui Agricultural Sciences, 2012, 40(22): 11465-11467 | |
| Authors: | ZHANG Yue-li |
| Affiliation: | ZHANG Yue-li(College of Economics and Management,Zhejiang A & F University,Hangzhou,Zhejiang 311300) |
| Abstract: | Based on the theory of regional marketing and brand equity,this paper analyzed the definition,nature and dimensions of regional brand equity in agricultural industry cluster area,and then built an integrated model of its influencing factors and action mechanism.The results showed that regional factors,industrial factors and brand factors all played fundamental role,meanwhile the building of value-chain systems mediated these influencing factors and the formation of regional brand equity. |
| Keywords: | Agricultural industry cluster Regional brand Brand equity |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |