重庆市休闲农业园区品牌发展策略研究

Research on Brand Development Strategy of Leisure Agriculture Parks in Chongqing

休闲农业园区井喷式发展,但其品牌建设状况不容乐观.基于品牌评价理论,结合休闲农业特点,建立“消费者品牌感性认知度、品牌竞争力与品牌联想”三维度休闲农业品牌建设评价体系;并依据重庆市5大功能区的划分选取10个农业休闲园区,收集349份有效问卷数据,采用Fuzzy-AHP的评价方法,评价重庆市休闲农业品牌建设现状.研究发现重庆休闲农业园区品牌建设严重滞后,存在消费者对品牌感性认知程度低、园区品牌竞争力不强以及品牌联想度不够的问题.提出几点建议:①休闲农业园区经营主体需提升顾客满意度,培育顾客消费忠诚度,以提升消费者品牌感性认知度;②培育竞争优势,创新营销对策,以提升品牌竞争力;③增加文化内涵,突出品牌特色,以提升品牌联想度,从而实现现代休闲农业品牌的整体提升.

With the rapid growth of leisure agricuhure parks in China,its brand construction seems to lag behind.Based on the band value theory and taking into account the characteristics of leisure agriculture, this paper builds a three-dimensional evaluation system of leisure agriculture brand,which includes consumer brand perceptual awareness,brand competitiveness and brand association.According to 349 valid questionnaires of 10 agricultural leisure parks chosen according to the division of Five Functional Zones of Chongqing,this paper uses Fuzzy-AHP Comprehensive Evaluation to evaluate the current situation of brand construction of leisure agriculture in Chongqing.The result shows that there is a significant hysteresis in brand construction of Chongqing's leisure agricultural parks,such as low brand perception for consumers,weak brand competitiveness and low brand association.Therefore,some countermeasures are put forward.Firstly,it is important for managers of leisure agricultural parks to increase customer satisfaction and cultivate customer loyalty which can enhance consumer brand perceptual awareness.Secondly,cuhivating competitive advantage and innovating marketing strategy are usefuI to enhance brand competitiveness. Finally,in order to achieve the overall upgrading of modern leisure agricuhuraI brand,it is essential to increase its cultural connotation,highlight brand characteristics and enhance brand association degree.