摘要
目前关于区域公用品牌的概念内涵、驱动因素、形成机理、创建模式、价值评价等多方面研究,都建立在区域公用品牌基本状况的研究基础之上,而如今关于区域公用品牌基本状况的研究普遍存在不充分、不全面的问题。有鉴于此,本文基于数据统计,从数量分布状况、区域分布状况、品类分布状况、品牌价值分析、市场份额分析等五个维度对我国区域公用品牌的基本状况进行了分析研究,期望对我国区域公用品牌的基本状况进行更清晰的刻画。通过五个维度的分析,发现我国区域公用品牌基本状况呈现出如下几个特点:第一,数量状况方面,区域公用品牌的总量呈现逐年增长态势;第二,区域分布状况方面,区域公用品牌表现出集中分布的特征,同时,南方省份、经济大省、农业大省的品牌数量更多;第三,品类分布方面,大约超过60%的区域公用品牌分布在“果品”、“蔬菜”、“粮食”三大品类当中,这样的分布特点与消费者的消费频率高度相关;第四,品牌价值方面,品牌价值高的品牌更多地分布于“果品”与“粮食”两大品类当中,且头部品牌贡献了主要的品牌价值;第五,市场份额方面,区域公用品牌产品的市场份额逐年稳步提升,同时,区域公用品牌产品具有明显更高的溢价且表现出显著的外溢效应。
Currently,research on the conceptual connotation,driving factors,formation mechanism,creation mode,value evaluation,and other aspects of regional public brands is based on research on the basic situation of regional public brands.However,nowadays,research on the basic situation of regional public brands is generally inadequate and incomplete.In view of this,based on data statistics,this article analyzes and studies the basic situation of regional public brands in China from five dimensions:quantity distribution,regional distribution,category distribution,brand value analysis,and market share analysis,hoping to provide a clearer description of the basic situation of regional public brands in China.Through the analysis of five dimensions,this article finds that the basic situation of regional public brands in China presents the following characteristics:First,in terms of quantity,the total number of regional public brands has shown an annual growth trend;Secondly,in terms of regional distribution,regional public brands exhibit a centralized distribution characteristic,while there are more brands in southern provinces,major economic provinces,and major agricultural provinces;Thirdly,in terms of category distribution,about 60% of regional public brands are distributed in the three major categories of“fruits”,“vegetables”,and“grains”.Such distribution characteristics are highly related to the consumption frequency of consumers;Fourth,in terms of brand value,brands with high brand value are more distributed in the two categories of“fruit”and“grain”,and the leading brands contribute to the main brand value;Fifth,in terms of market share,the market share of regional public brand products has steadily increased year by year,while regional public brand products have significantly higher premiums and exhibit significant spillover effects.
作者
王小璟
万怡
邱欢
Wang Xiaojing;Wan Yi;Qiu Huan(Institute of Quality Development Strategy,Wuhan University/Macro-Quality Management Collaborative Center of Hubei Province/Competition Policy and High Quality Economic Development Research Center)
出处
《宏观质量研究》
2023年第2期12-23,共12页
Journal of Macro-quality Research
基金
教育部哲学社会科学研究重大课题攻关项目(15JZD023)
国家科技支撑计划课题(2015BAH27F01)
国家社科基金重大项目(16ZAD045)的资助。
关键词
区域公用品牌
基本状况
品牌数量
品牌价值
regional public brands
basic situation
number of brands
brand value
