德庆贡柑农产品地理标志的感知质量与发展建议

为促进农产品地理标志的有效发展,采用问卷调查的方法,从影响德庆贡柑感知质量的知晓、体验、口感和推荐4个方面设计问卷并展开调查。结果表明:德庆贡柑的知名度和市场覆盖程度较低、品质不稳定、顾客忠诚度不高。提出将消费者熟悉的通俗称谓作为品牌背书;借助快速物流,加强向周边区域推广;完善标准体系,加强质量监督与管理;与地方高校合作,走近年轻消费者等建议。

Perceived Quality and Development Proposals of Geographical Indications of Agricultural Products of Deqing Tribute Orange

In order to promote the effective development of geographical indications of agricultural products,a questionnaire survey was conducted,which was designed and investigated from four aspects:perception,experience,taste and recommendation of the perceived quality of Deqing Tribute Orange.Results:Popularity and market coverage of Deqing Tribute Orange is low,the quality is not stable,and the customer loyalty is not high.Therefore,suggestions are put forward:Make "commonly known as" be familiar with consumers as a brand endorsement;strengthen the promotion to the surrounding area,with the rapid logistics;improve the standard system,strengthen the quality supervision and management;cooperate with local universities,approach the young consumers.