基于扎根理论的我国农产品品牌价值评估模型

A Grounded Theory-Based Evaluation Model for the Brand Value of China's Agricultural Brands

文章通过深度访谈,了解消费者对我国农产品品牌价值的认知程度,在质性研究的基础上,运用扎根理论对访谈资料中的概念进行编码,探索我国农产品品牌价值维度,在此基础上,构建我国农产品品牌价值的评估模型。文章最后提出我国农产品品牌建设的思路和策略,即提高农产品特性、维护并完善品牌形象、增加地域感知和价值感知以及提高消费者忠诚度。

Through in-depth interviews, we investigate consumer perception of the brand value for China＇s agricultural brands. Using grounded theory to encode the concept of the interview data, we explore brand value dimensions for agricultural brands. Based on that, we build a model for evaluating the brand value. Finally, we propose several brand building ideas and strategies for the agricultural products in China： increase agricultural product feature, brand image promotion, increase location awareness and value awareness as well as consumer loyalty.