关于政府评定名牌产品的市场调查研究——以山东省名牌产品(白酒)为例

A Market Survey on the Rationality of Top-brand Products Recognized by Government Agent——Taking Shangdong Top-brands of Chinese Distilled Spirit for Example

为验证政府评定名牌产品的合理性,本文以山东省名牌产品(白酒)为例进行了13个地级市的市场调查,对山东名牌白酒的知名度、购买比率、美誉度,消费者认可的山东名牌白酒数量和品牌进行了统计分析,认为已被认定的山东省名牌白酒的数量明显偏多,一些山东名牌白酒的知名度和美誉度还很低,建议政府在名牌产品评定中加大市场评价的比重,以增强政府认定名牌产品的权威性,更好地发挥名牌战略推动经济发展的作用。

To verify the rationality of Top-brand products recognized by government agent, this paper investigates Shandong consumers of Shangdong Top-brand Chinese distilled spirit in 13 cities, and analyzes statistically the popularity, purchasing rate, reputation degree etc.. Then the paper points out that there are too much more Shandong Top-brands of Chinese distilled spirit which are recognized by Shandong government agent, some of which are with rather low popularity and reputation degree. At last, the paper suggests to give more weight to market evaluation during the Top-brand assement in order to enhence the authority of government behivors, and promote the economic growth.