川酒原产地地理标志品牌公信力研究——结构、内涵及措施

Study on Brand Credibility of Sichuan Liquor Products with Geographical Indications ——the Structure, the Connotations and the Measures

公信力问题日渐成为白酒行业之殇,业界频频探因循由,力求化解之道。借鉴传统品牌公信力分析及建构理论,以川酒原产地地理标志品牌为媒介载体,实则针对川酒行业公信力的信用结构及内涵进行内省式解析,构建了三层次信用结构体系,并对体系中关键公信力度量指标——技术力、文化力的建立路径提出对策措施。

The lack of credibility has become the crucial problem in liquor-making industry. Lots of experts made efforts to find the right solutions. In this paper, based on credibility analysis and constructivist theory of traditional brands, the credit-structure and the connotations of Sichuan liquor products with geographical indications were analyzed, a three-level credit-structure system had been established, and the approaches to the establishment of the key credibility-measuring indexes in the system including technical force and cultural force were introduced.