体验营销提升农产品品牌竞争力的实证研究

Empirical research on the promotion of agricultural product brand competitiveness by experiential marketing

体验营销是立足于消费者的感官、情感、思考、行动和关联层面而定义和设计的新型品牌营销模式。以寿光蔬菜采用的农事体验、会展体验、节庆体验营销模式为例,构建农产品品牌竞争力评价指标体系,利用因子分析法对比分析不同体验营销模式对农产品品牌竞争力的影响效果,利用层次分析法提取体验营销对农产品品牌竞争力最有效的影响因子,为提升中国农产品品牌竞争力提供具有参考价值的发展建议。

Experiential marketing is a new brand marketing model that is defined and designed based on consumers'senses,emo⁃tions,thinking,actions and associations.Taking the agricultural experience,exhibition experience and festival experience marketing models adopted by Shouguang vegetables as an example,the evaluation index system of agricultural product brand competitiveness was constructed,using factor analysis method to compare and analyze the effects of different experience marketing models on agricultur⁃al product brand competitiveness,and using analytic hierarchy process to extract the most effective influencing factors of experiential marketing on the competitiveness of agricultural product brands,and provide reference development suggestions for enhancing the competitiveness of agricultural product brands in China.