乡村振兴背景下地理标志农产品品牌竞争力研究被引量：3

Research on the Influencing Factors of Brand Competitiveness of Geographical Indication Agricultural Products in the Context of Rural Revitalization

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摘要地理标志农产品品牌竞争力,是评价该品牌市场地位和价值的重要手段,对促进地理标志农产品品牌化发展和乡村产业振兴具有重要意义。基于现有相关研究,建立地理标志农产品品牌竞争力理论模型,运用结构方程模型进行实证研究,结果表明:资源禀赋能力和品牌管理能力对地理标志农产品品牌竞争力有直接正向影响,组织管理能力和产业发展能力间接影响地理标志农产品品牌竞争力;资源禀赋能力、产业发展能力和组织管理能力之间互相影响。据此提出相应的政策建议,为相关理论研究和实践发展提供参考。 Research on the brand competitiveness of geographical indications agricultural products is of great significance to understand the market position and value of the brand,promote the modernization transformation of regional agricultural industry and enhance the brand competitiveness.On the basis of existing research,this paper builds a theoretical model of brand competitiveness of geographical indication agricultrual products,and uses the structual eqution modeling to test and verify the research hypotheses.The results show that there are interactions amongs natural and human resources endowment,industrial development capabilities and organizational management capabilities.Natural and human resources endowment and brand management capabilities have directly positive influence on the brand competitiveness of geographical indication agricultrual products,while organizational management capabilities and industrial development capabilities have indirectly influence on the brand competitiveness of geographical indication agricultrual products through brand management capabilities.Brand management capabilities has the greatest impact on the brand competitiveness of geographical indication agricultrual products,with following are organizational management capabilities,natural and human resources endowment,and industrial development capabilities,accordingly,this article puts forward corresponding policy suggestions,which can provide reference for relevant theoretical research and practical countermeasures.

作者徐向龙王亮 Xu Xiang-long;Wang Liang(Tongling University,Tongling Anhui 244061,China)

机构地区铜陵学院工商管理学院

出处《铜陵学院学报》 2020年第3期8-11,32,共5页 Journal of Tongling University

基金安徽省高校人文社科重点项目“乡村振兴战略下皖江地区地理标志农产品品牌竞争力研究”(SK2019A0596) 安徽省优秀人才基金重点项目“安徽省地理标志农产品品牌化经营战略研究”(2013SQRW075ZD) 安徽省高等教育振兴计划人才项目“高校优秀青年人才支持计划”(皖教秘人[2014]181号)。

关键词地理标志农产品品牌竞争力影响因素乡村振兴 geographical indication agricultrual products brand competitiveness influencing factors rural revitalization

分类号 F323.5 [经济管理—产业经济]