关于实施水产品品牌战略的思考

品牌战略是企业利用品牌推进产品销售的一种促销手段,也是企业追求长期利益,占领目标市场的有效手段。实施品牌战略,充分发挥品牌效应,对提升产业经济整体水平、合理配置资源、降低资源消耗、大力发展第三产业具有重要作用。创立水产品品牌,能不断增强水产品在国内外市场的竞争力,加快水产业产业化进程,从而更好地推动我国水产企业发展。本文主要从我国水产品品牌创建的现状、存在的问题、以及实施水产品品牌战略的必要性方面进行思考,并提出相应的对策与建议。     

河蟹产业快速发展实证研究——基于“中国河蟹之乡”江苏兴化永丰镇的调查

近年来,随着渔业结构调整的深入,公司化、股份制等一些现代企业元素逐渐融入河蟹产业,促进了河蟹产业的发展壮大,河蟹业已成为一些地区现代农业的主导产业。江苏省兴化市永丰镇水产资源条件不具优势,其河蟹养殖历史也不长,但该镇河蟹产业迅速从小到大、从弱到强,在产业组织形式、品牌建设、产业链管理等方面取得显著成效,走出了一条河蟹产业快速发展的"永丰之路"。通过实地调研、召开座谈会以及对近5年来永丰河蟹产业发展的主要指标进行实证分析,发现永丰河蟹产业之所以能够快速发展,既有产业自身发展的内在动力,又有政府及相关部门服务的外力推动,更离不开河蟹市场需求的有力拓展。"永丰河蟹发展之路"表明,进一步做强做优河蟹产业必须十分注重发挥品牌龙头企业的引擎作用,积极实施市场开拓战略,大力发展低碳渔业。     

Shaping Halal Into a Brand? Factors Affecting Consumers’ Halal Brand Purchase Intention

The authors’ aim was to find the possible positive relationships among branding constructs (brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty) to explain consumer purchasing behavior toward halal brands. The authors proposed and empirically tested a conceptual model consisting of variables such as brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty. A sample of 324 international Muslim respondents in China was gathered through the use of convenience and snowball sampling methods, and the hypotheses were tested by performing structural equation modeling. The empirical results show that the brand image of a halal milk brand is found to directly and positively affect consumer brand perceived quality, brand satisfaction, brand trust, and brand loyalty except for consumer brand purchase intention. This study suggests that companies dealing with halal brands should invest more resources to increase brand perceived quality, brand satisfaction, brand trust, and brand loyalty because these factors are positively associated with customers’ brand purchase intention.     

From researcher to farmer: partnerships in integrated aquaculture—agriculture systems in Malawi and Cameroon

The potential for integrating aquaculture with agriculture has been widely recognized as a means of improving the use of inputs, diversifying output and economic opportunity, and enabling smallholder producers to maintain and strengthen livelihoods. This paper describes the outcomes of this approach and explains the extent to which it has been taken up and has led to sustained and self-generated capacity. Based in particular on experience in Malawi, Ghana and Cameroon, it also considers implications more widely in the region. The overall picture is that this is a partial and still emerging success story, linked as much with the social and economic drivers surrounding smallholder farmers as with the development support approach adopted.     

How sustainable is participatory watershed development in India?

Watershed conservation is widely recognized as a major strategy for rural development throughout the developing world. In India, the apparent success of participatory approaches to watershed development resulted in a decentralization of project planning, implementation, and management to local communities at the village scale. We explore the effectiveness of this so‐called community‐based approach in achieving sustainable soil and water conservation in four semi‐arid regions in India, and analyze what factors explain project success. We confirm the result of earlier studies that participatory approaches are more effective in establishing soil and water conservation in the short run. However, our main result is that investments in community organization fail to ensure household commitment to maintenance in the longer term. Without better returns to investment in soil and water conservation and without local institutions to coordinate investment in the long run, the sustainability of participatory watershed management is seriously threatened.     

基于消费者视角的茶叶企业品牌资产模型构建和实证研究

采用问卷调查的方式,参考国内外学者的研究成果,提出了基于消费者视角的茶叶企业品牌资产的概念模型,在理论和实证相结合的情况下,得出茶叶企业品牌资产由品牌知晓度、品牌形象、感知质量和品牌忠诚度4个维度构成,非货币性销售促进方式对茶叶企业品牌资产的建立更有利。品牌资产是茶叶企业最重要的战略资源,企业应加强这四个维度的建设管理,并在营销活动中开发和应用更多的非货币性销售促进工具,从而茶叶企业才能在日益残酷的竞争环境中占有优势。     

企业行为对地理标志林产品品牌竞争力的影响

基于结构方程模型,从企业行为角度(即企业的管理制度、组织协调和营销活动3个方面)对地理标志林产品品牌竞争力的影响因素进行实证研究。结果表明:管理制度、组织协调、营销活动等企业行为与提升地理标志林产品品牌竞争力具有显著正相关关系;就中介作用而言,品牌传播力在组织协调与品牌竞争力之间起完全中介作用,而管理制度、营销活动与品牌竞争力之间起部分中介作用。因此,针对企业层面提出企业应不断完善内部管理制度、重点管理地理标志林产品的质量、充分发挥企业组织的协调功能、及时优化企业林产品市场营销策划、积累地理标志林产品品牌传播力等建议。     

大红袍茶产业品牌建设研究

采用SWOT分析法对大红袍品牌建设过程中存在的的优势、劣势、机遇和威胁进行实证分析。结果表明:大红袍品牌建设存在设计内容不统一、标识设计混乱、资产增值能力不足、厂商和终端销售商争利等问题。因此,促进大红袍茶产业品牌建设,应从统一品牌产品和形象设计,增强品牌凝聚力、针对产能有限和品牌内涵,细分品牌,提高品牌竞争力、产业各环节明确分工,重视分销渠道建设,提升品牌价值、制定可操作性更强的产业政策,规范市场环境,保障品牌建设等方面入手。     

产业视角下环京津山区贫困县农业品牌建设路径研究*——以张家口市崇礼区为例

[目的]农业品牌建设是连接农业生产与市场消费的有效途径,是贫困地区特色农产品产销对接的重要抓手,在环京津贫困地区率先实现农业品牌建设的突破,示范意义重大。然而,针对贫困县的研究相对缺乏,农业品牌建设实践中脱离产业实际的问题比较常见,亟需路径探索。[方法]采用文献梳理、案例分析、实地和书面调研等方法,以张家口市崇礼区为例,对环京津山区贫困县农业品牌建设的现状进行分析,对路径与战略作出谋划。[结果]环京津山区贫困县的农业产业具有品质优势、错季优势和物流优势,受到资源短缺、投入不足、人才匮乏的限制,也面临居民消费升级、京津冀协同发展、产业扶贫等机遇。[结论]在产业视角下推进环京津山区贫困县农业品牌建设,应当重点实施品质农业发展行动,加强品牌营销,培育专业队伍,开展小而美、中高端、精准化的特色农业品牌建设。同时,建议上级有关部门在组织保障、政策倾斜、指导服务上给予有力支持。     

怒江生态旅游的发展建议

在旅游业成为许多国家或地区的重要经济产业部门乃至经济支柱产业的今天,生态旅游作为一种理想的形式,结合怒江现状,发展生态旅游是最实际,是可持续发展的。基于怒江地形复杂、气候多样、物种丰富等现状及生态旅游面临的困难,提出相应的对策建议。     

Demand,challenges, and marketing strategies in the retail promotion of local brand milk

This article addresses the demand and challenges for local brand milk and focuses on the marketing strategies for retail promotion. While federal and state government make efforts to promote local food purchases and consumption at the farm level, local foods face significant distribution challenges in grocers, especially in larger retail stores. Limited shelf space and high pricing by retailers impedes consumers’ purchases and results in weak competitiveness for local brands. Therefore, it is essential for local producers and “buy local” programs to understand what types of promotion and marketing strategies might be more effective in stimulating demand in retail outlets. Using 2010-2011 Nielsen Retail Scanner data in the Northeast region, we estimate a random-coefficient discrete choice model of demand to determine the effects of nutritional characteristics, price, packaging, and distribution strategies on the consumers’ choice to purchase locally branded milk. Results show that local brand milk faces significant demand challenges in addition to high prices and limited outlets in competing with lower-priced products. Marketing strategies, such as price cut, one-gallon package offering, and expanded presence in retail stores, can significantly stimulate the demand for locally branded milk, with one-gallon package offering being the most effective strategy.     

You get what you pay for: the link between price and food safety in Kenya

The lack of a reliably safe food supply in developing countries imposes both health and economic costs. Food safety is one of several dimensions of food quality that are typically unobservable at the time of purchase. Branding can overcome this information problem by allowing firms to build reputations based on the quality of their products. If a reputation for food safety is valued directly by consumers, or if food safety is correlated with other valued attributes, firms producing safer food should be able to use their brand equity to charge higher prices. In addition, firms with stronger brand equity have stronger incentives to meet food safety standards in order to maintain that equity. Using data from more than 900 maize flour samples representing 23 distinct brands in eastern and central Kenya, we explore the relationship between price and contamination with aflatoxin. Aflatoxin is a fungal toxin common in maize, groundnuts, and other crops around the world. We find a strong negative correlation between price and contamination at the brand level, consistent with the hypothesized positive relationship between brand equity and food quality.     

The Effect of Extrinsic Product Attributes of Pineapple Juice on Consumer Intention to Purchase

This study aimed to investigate the extent to which consumer information concerning several attributes of the pineapple juice packaging, including the manufacturing process, influenced the consumer intention to purchase. It is suggested that high-pressure technology retains nutrients as vitamins and keeps sensory attributes closer to those of fresh foods. These advantages meet the increasing consumer demand for healthy products and a more differentiated food assortment. However, the benefits provided by these products are not always communicated to consumers. Although information about the technology (high-pressure) had been positively considered by consumers when fruit juice consumption was taken into account, fewer studies have focused on this aspect. The effect of 5 attributes of the package (information on manufacturing process, product definition, production information, price, and brand name) on the pineapple juice consumer intention to purchase was investigated by 96 fruit juice consumers. Information about technology (high-pressure) positively contributed to the consumer pineapple juice intention to purchase and showed to be essential when it is applied on pineapple juice production, being a useful approach when adequately communicated to consumers.     

Strategic pricing in a differentiated product oligopoly model: fluid milk in Boston

In an imperfectly competitive industry, differentiated products compete with each other with price rather than quantity as the strategic variable. Several previous studies have employed a generalized Nash–Bertrand model: Liang (1989) , Cotterill (1994) , Cotterill et al. (2000) , and Kinoshita et al. (2002) ; however, only Liang has explored the theoretical foundations of that model. This article generalizes the Liang two‐good model to three goods. A surprising and important result follows. Price‐conjectural variations do not exist in models with three or more goods. Price‐reaction functions, however, exist in multiple‐good models. We estimate them jointly with a brand‐level demand system to evaluate the total impact of a brand manager's price change on own quantity. In a differentiated product market, this is a useful addition to a partial demand elasticity approach, because a change in one brand's price typically engenders a price reaction by other brands that affects own quantity via substantial cross‐price elasticities among substitutes. Strategic pricing in the Boston fluid milk market was also influenced by the existence of a raw milk price support program, the Northeast Dairy Compact. We find that the advent of the Compact was a focal point event that crystallized a shift away from Nash–Bertrand to more cooperative pricing. If the downstream market is not competitive, one needs to consider strategic price reactions when designing and evaluating agricultural price programs.     

农产品品牌创建浅析——以“陆个壹”为例

建设良好的农产品品牌是我国"三化同步"中的一项重要环节,如何更有效地开展农产品品牌创建是政府和业界关注的焦点。然而目前国内农产品品牌建设普遍存在宣传意识淡薄,推广方式不正确等问题,导致国内大部分农产品竞争能力不强,利润空间低,形成"卖难"的局面。本文以"陆个壹"系列农产品为典型代表,针对其农产品品牌建设中存在的主要问题进行分析,并提出了解决农产品品牌建设的思路。     

A Private-Public Strategy for International Marketing Through Collective Brands: Canada Brand Foods

A country brand for agrifood products requires managing quality across a range of products and firms while recognizing the potential pitfalls in linking a brand's image with a country's image. Understanding the incentives for firms adopting the brand to use and contribute to the brand's equity informs the choice of brand management mechanism. The challenges in managing a country brand for international agrifood exports are discussed. This case is used to illustrate a strategy based on the obstacles faced by a collective brand that is used by many firms. The article highlights how a successful strategy will produce a brand that is unique, robust to impersonators, and has quality assurance mechanisms that are in line with firm's incentives to produce high-quality products.     

Domestic or Imported Beer Brands? Analysis and Assessment of Brand Equity in the Spanish Market

The Spanish brewing industry is a main economic sector and a major activity in the agrifood area; however, there are few studies regarding the analysis of brand equity in this product. This study aims to analyze brand equity for both a domestic beer brand—Estrella Galicia—and an imported beer brand—Carlsberg. For this purpose a quantitative study is carried out among consumers in order to assess the sources or dimensions of brand equity and its consequences, comparing the 2 brands present in the Spanish market. Results obtained suggest a better evaluation of the domestic brand and reveal that brand loyalty and perceived quality are the dimensions with a higher relevance in beer brand equity.     

数字经济时代农产品品牌资产形成影响因素的实证研究

目的 数字经济时代如何提升农产品品牌资产,对构建新型品牌农业格局,促进农业现代化发展具有重要的价值和意义。方法 文章运用结构方程模型和层次回归模型,对有过实体店和互联网购买农产品经历的消费者进行了问卷调研,分析数字经济时代企业营销策略（即服务策略、体验策略和传播策略）、数字特征及品牌内涵对农产品品牌资产的影响。结果 数字经济时代,企业的服务策略能正向影响品牌忠诚;体验策略能正向影响品牌认知和品牌联想;传播策略正向影响品牌联想;数字特征正向影响品牌认知和品牌联想;品牌内涵则能同时正向影响品牌认知、品牌联想和品牌忠诚。结论 （1）企业可以根据农产品品牌资产的不同需求,采用针对性的营销策略。（2）在技术波动和竞争强度的数字经济时代,企业可以使用机器学习等新技术,同提升农产品运营效率。（3）企业要深入挖掘品牌内涵,根据不同品牌类型选择高效宣传方式。     

Mixed farming in Africa: the search for order, the search for sustainability

This paper examines the interest in the development and promotion of mixed farming in sub-Saharan Africa. For over 70 years mixed farming has been a dominant model for agricultural development despite the limited success of many of the programmes which have specifically promoted it. It is suggested that the establishment of mixed farming as a strong development theme is related to its promise to address a range of environmental and social concerns, and in so doing, help create order out of a ‘chaotic’ African countryside. Mixed farming is again being highlighted with the more recent interest in sustainable, environmentally friendly agricultural systems. However, there is considerable evidence that African farmers have adopted a flexible principles-based approach to the use of component technologies commonly associated with the mixed farming model. This must be fully acknowledged, and the seduction of unitary models avoided, if agricultural research is to contribute efficiently to the development of more sustainable farming systems.     

国内旅游品牌研究综述

在中国旅游业迅速发展的背景下,旅游品牌对于旅游业发展具有重要指导意义。对近十年国内旅游品牌研究作了文献综述。国内对于旅游品牌研究主要集中在品牌构建、品牌创新、品牌营销、品牌竞争力提升、评价指标体系构建等方面;研究方法由定性描述走向定量评价;研究区域主要集中于东部、中部,以城市旅游为主,近年来也出现不少乡村旅游的文章。通过对国内旅游品牌的研究述评,以探明旅游品牌研究方向。