基于消费者感知的特色农产品区域品牌形象结构分析

特色农产品区域品牌形象由农产品的产品形象、区域形象、消费者形象和企业形象四个维度构成;在特色农产品区域品牌形象中最重要的是区域形象,独特的地理位置和厚重的人文历史是区域形象的特色及亮点;另外,产品形象,特色农产品的质量保证、食品安全、农产品的口感、营养成分以及社会认同都对消费者的感知会产生较大的影响;其次,产销企业形象,产销企业的社会营销,以及产销企业的规模和实力都会对消费者的感知产生一定的影响;最后是消费者形象,农产品的消费价值观以及农产品消费的地位联想都会对消费者的感知产生影响。

An Analysis of Regional Brand Image Structure of Featured Agricultural Products Based on Consumer's Perception

The regional brand image of featured agricultural produ cts is composed of product image,regional image,consumer image and enterprise image;among them,regional image is the most important factor,which is characterized and highlighted by the unique geographical location and rich human history.In addition,the perception of consumers will be largely affected by such factors as product image,the quality assurance,food safety,sense of taste,nutrient composition and social identification of the featured agricultu...