地理标志视角下柳州螺蛳粉品牌价值建设影响因素的实证分析

An Empirical Analysis of the Influencing Factors of Brand Value Construction of Liuzhou Luosifen from the Perspective of Geographical Indications

柳州是袋装螺蛳粉的主产地,但近年来企业发展也逐渐陷入瓶颈。文章对柳州地区螺蛳粉品牌建设的影响因子进行分析,并采用因子分析法对影响因素进行降维的因子分析。针对品牌形象塑造、品牌传播、品牌维护这三个载荷较高的因素,提出了品牌形象塑造、品牌传播的打造、品牌维护的改进三大类建议,给企业发展指出调整方向。

Liuzhou is the main producing area of bagged Liuzhou Luosifen, but in recent years, the development of enterprises has gradually fallen into a bottleneck. This paper analyzes the influencing factors of the brand construction of Liuzhou Luosifen in Liuzhou area, and uses the factor analysis method to reduce the dimension of the influencing factors. In view of the three main factors of brand image building, brand communication and brand maintenance, this paper also puts forward three categories of suggestions for the improvement of brand image building, brand communication and brand maintenance, and points out the adjustment direction for the development of government and enterprises.