品牌符号对农产品消费的预期理论研究

Research on the Effect of the Brand Symbol on the Consumption of Agri-products

农业是产品同质化程度最深的产业,所以农产品比一般的产品更需要品牌来形成差异,而品牌区分同质化产品主要依赖的就是品牌符号。笔者基于行为经济学里的预期理论对品牌符号如何影响消费者购买农产品展开了研究,并从理论上提出了利用预期理论使品牌符号对消费者购买农产品施加积极影响的3点策略,以期能够丰富国内关于建立农业品牌的理论。

Agriculture is the most consubstantial industry,so it is more important for the enterprises to differentiate the agri-products through brand. And the brand mainly depends on the brand symbol to distinguish the consubstantial goods. In this paper,based on the classical behavioral economics theory-prospect theory, the research on the four effects of the brand symbol on the ari-products consumption was conducted and three strategies about how to apply the prospect theory to help the brand symbol to exert positive effects on the agri-products consumption were presented.