农产品品牌延伸效果模糊定量测度研究(英文)

Fuzzy Quantitative Measure on Brand Extension of Agricultural Products

在厘清品牌延伸概念的基础上,综述了西方学者在品牌延伸方面的研究进展,主要集中在两方面:一是在研究内容上对于影响消费者评价品牌延伸的因素进行了大量探讨,并得出了一些有价值的结论;二是从研究方法上看,运用回归分析方法的居多。基于已有的研究成果,选取5个因素对农产品品牌延伸效果进行模糊综合评价:消费者对原农产品品牌的态度、原农产品与延伸产品的关联性、农产品品牌的联想性、农产品延伸产品的制造难度、原有农产品品牌的文化兼容性。采用专家频率统计方法构建了农产品品牌延伸影响因素的指标体系。介绍了多层次测度模型方法及其建立步骤,并运用该模型对农产品企业的品牌延伸效果进行了实证分析。首先,将农产品企业品牌延伸效果分为5个等级,对中国某知名农产品生产企业的"A品牌"和中国台湾某公司的"B品牌"延伸效果进行了评价。其次,对"A品牌"和"B品牌"延伸效果分别进行了模糊计算,得出"A品牌"与"B品牌"延伸效果综合测度分值分别为77.35、78.25,说明两个品牌的延伸效果评价为一般。由此,提出了相关建议:"A品牌"应提高品牌延伸农产品的技术含量和制造难度等;"B品牌"应适当收缩其品牌延伸的行业,加强品牌延伸的集中度。

Based on the apprehension of the connotation of brand extension, we select five factors to evaluate the brand extension of agricultural products, including the consumers' attitude towards original brand of agricultural products, relevance between original products and extensive products, association of agricultural brands, difficulties in making the extensive agricultural products, and cultural compatibility of original brand. We also establish the index system of influencing factors for brand extension of agricultural products, and adopt multi-level measure model to empirically analyze the brands A and B. Result shows that the comprehensive measure values of brands A and B are 77.35 and 78.25, respectively, indicating the extension effect evaluation of both brands belongs to the grade of general. Based on this, we put forward corresponding suggestions on promoting the technology and manufacture difficulty of brand A, and on contracting the extensive industries and strengthening the concentration of brand extension of brand B.