安徽省农产品地理标志品牌与企业品牌知晓度调研分析——基于原产地居民认知视角

地理标志农产品作为优质农产品的代名词,深受消费者青睐,社会重视度逐年增强。其品牌化建设能够凸显品牌效应,促使区域内产业集聚,推动区域经济发展。该研究依托地理标志产品兴起的企业品牌对农产品品牌发展的重要影响,基于原产地居民认知视角分析地理标志品牌知名度、企业品牌知名度的现状以及影响因素,探讨集群品牌与企业品牌的关系,提出相应的品牌建设思路。

Investigation on Awareness of Agricultural Products Geographical Indication Brand and Enterprise Brand in Anhui Province-Based on Perspective of Consumers’ Perception from Orginal Place

Geographical indication agricultural products are favored by consumers due to high quality.The brand building can highlight the brand effect, promote industrial clustering, advance regional economic development.The enterprise brand based on geographical indication product has important influence on the development of agricultural product brand.The status and influence factors of geographical indication brand and enterprise brand popularity were analyzed from perspective of residents’ cognition from original place.The relationship between cluster brand and enterprise brand was discussed, corresponding brand building idea was also proposed.