摘要
海藻产品是海洋经济的重要组成部分,研究我国海藻产品的自主品牌力对我国海洋经济发展具有重要意义。文章构建基于消费者视角的自主品牌力评价模型,量化分析我国海藻产品(海苔)的整体品牌力;在此基础上进行问卷收集,采用多元线性回归模型和Tobit模型进行分析。多元线性回归分析的维度显著性由高到低依次为品牌忠诚度、感知质量、社会可持续性和品牌联想,Tobit回归分析的维度显著性由高到低依次为品牌忠诚度、社会可持续性、感知质量和品牌联想,2种方法的回归结果均表明品牌忠诚度是最重要的因素。最后,从品牌忠诚度、社会可持续性、感知质量和品牌联想4个维度,提出提高我国海藻产品自主品牌力的建议。
Seaweed products are an important part of the marine economy,and it is of great significance to study the power of China′s own brand to the development of China′s marine economy.In this paper,an evaluation model of China′s own brand power was constructed based on the consumer′s perspective,and the overall China′s own brand power of seaweed products(Nori)were quantitatively analyzed.The questionnaire was collected by using the multiple linear regression model and Tobit model.From the high dimensional significance of the multiple linear regression analysis to low,the result was as followed:brand loyalty,perceived quality,social sustainability,and brand association.From the high dimensional significance of the Tobit regression model to low,the result was as followed:brand loyalty,social sustainability,perceived quality,and brand association.Both of 2 models′results showed that brand loyalty was the most important factor.Finally,suggestions were given to enhance the power of China′s own brand of seaweed products from brand loyalty,social sustainability,perceived quality and brand association.
作者
秦臻
黄秀芳
王煜正
QIN Zhen;HUANG Xiufang;WANG Yuzheng(Economics&Management College,Huazhong Agricultural University,Wuhan 430072,China)
出处
《海洋开发与管理》
2021年第6期19-23,共5页
Ocean Development and Management
基金
国家现代农业产业技术体系专项资金项目(CARS-50)
华中农业大学狮山智库资助项目(2020SSZK07)
大学生创新创业基金(SRF)项目(2020206).
