摘要
With the continuous development of agricultural industry cluster,agricultural regional brand plays a significant role in the sustainable development of the region,and it is urgent to build the agricultural cluster brand. Based on the background of industrial cluster,this paper firstly introduced the brand of Tianmu Lei bamboo shoots. Using the method of questionnaire survey,it made SPSS analysis of the acquired data. From the five factors influencing the brand image,namely,brand awareness,brand value,brand association,product attribute awareness,and brand loyalty,and then came up with strategies for improving the brand image of Tianmu Lei bamboo shoots.
With the continuous development of agricultural industry cluster,agricultural regional brand plays a significant role in the sustainable development of the region,and it is urgent to build the agricultural cluster brand. Based on the background of industrial cluster,this paper firstly introduced the brand of Tianmu Lei bamboo shoots. Using the method of questionnaire survey,it made SPSS analysis of the acquired data. From the five factors influencing the brand image,namely,brand awareness,brand value,brand association,product attribute awareness,and brand loyalty,and then came up with strategies for improving the brand image of Tianmu Lei bamboo shoots.
基金
Supported by Student Science and Technology Innovation Program of Zhejiang University(New Talent Program)in 2015(2015R412011)
Project of National Social Science Foundation(15BGL088)
