| 农产品区域品牌资产影响因素及其作用机制的实证研究 |
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| 引用本文： | 沈鹏熠. 农产品区域品牌资产影响因素及其作用机制的实证研究[J]. 经济经纬, 2011, 0(5) |
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| 作者姓名： | 沈鹏熠 |
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| 作者单位： | 华东交通大学经济管理学院; |
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| 基金项目： | 江西省高校人文社会科学研究项目(GL1112) |
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| 摘 要： | 笔者基于文献回顾和访谈,构建了农产品区域品牌资产影响因素及其作用机制模型。研究发现,资源基础、产业优势、组织管理、创新氛围和营销刺激作为关键因素,对农产品区域品牌资产构成维度有差异化影响,并且,在农产品区域品牌资产维度间也存在着一定程度的因果作用关系。
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| 关 键 词： | 农产品区域品牌资产 影响因素 作用机制 |
An Empirical Study of the Influencing Factors and Function Mechanism of Regional Brand Equity of Agricultural Products |
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| SHEN Peng-yi. An Empirical Study of the Influencing Factors and Function Mechanism of Regional Brand Equity of Agricultural Products[J]. Economic Survey, 2011, 0(5) |
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| Authors: | SHEN Peng-yi |
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| Affiliation: | SHEN Peng-yi (School of Economics and Management,East China Jiaotong University,Nanchang 330013,China) |
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| Abstract: | Based on literature review and interviews,the author builds a research model of the influencing factors and action mechanism of regional brand equity of agricultural products.The results show that resource basis,industry advantages,organization management,innovation milieu and marketing stimulus have different impacts on the dimensions of regional brand equity of agricultural products and there are some causal relations among these dimensions. |
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| Keywords: | regional brand equity of agricultural products influencing factors function mechanism |
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