中国农产品品牌结构的适应性模型An Adaptability Model for Brand Structure of China's Agricultural Products
戴程,朱艳钦,张和群
摘要(Abstract)：
农产品品牌在存储及运输半径、历史人文价值、传统工艺口碑等方面有鲜明的品类特性,因此,其品牌结构模式必须既符合品牌发展的一般性范式,又符合动态性检测和完善的要求。我国农产品品牌结构的适应性模型可以分成两大部分,一方面是公司品牌与个别品牌并行的品牌结构路线模式图,另一方面是检测、调整该结构模式的影响指标体系,并从品牌驱动、市场动力、产品驱动三个方面提出了十二个二级影响指标。模型应用过程既可以先设计结构,再进行科学性检测;也可以反向操作,即先进行模型的模拟设计与检测,再确定并行品牌结构路线模式,因此,该模型对于中国农产品品牌来说具有广泛的适应性。
关键词(KeyWords)： 农产品品牌;品牌结构;适应性模型;品牌组合
基金项目(Foundation): 福建省软科学项目“大数据背景下移动互联网传播对福建农产品品牌建设的影响研究”(项目编号:2008R0077);; 福建省社会科学规划项目“大数据背景下移动互联网传播对福建农产品品牌建设的影响研究”(项目编号:FJ2016B194);; 福建省人文社科研究基地互联网创新研究中心开放课题“移动互联网传播对福建农产品品牌建设的影响研究”(项目编号:IIRC20170106)
作者(Author): 戴程,朱艳钦,张和群
DOI: 10.13658/j.cnki.sar.2019.01.014
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