市场入侵情形下的非营利性组织品牌扶贫策略研究

Research on Non-profit Organizational Brand Strategy for Poverty Alleviation Based on Market Entry

本文基于品牌扶贫模式,研究非营利性组织帮助贫困地区建设农产品品牌使其进入另一市场销售的情形下最优的品牌建设策略。研究发现:(1)非营利性组织的品牌扶贫措施对贫困地区农户增收有显著作用,选择产品替代程度低、消费者扶贫意识强的市场进行品牌建设推广,可以提高扶贫效益;(2)品牌建设水平决策与品牌建设成本、消费者扶贫意识以及贫困地区农户产能有关,贫困户作为潜在的进入者,其产能越大并不意味着非营利性组织扶贫效益越高,引导农户维持略受限的生产能力,可以减弱价格竞争的强度,提高两者的收益;(3)当贫困地区产品进入市场与该市场的本地产品进行竞争时并不是总能改善消费者剩余。最后,结合研究结果为非营利性组织的扶贫工作提供管理启示与理论支持。

On a global scale,all countries are still facing huge development challenges brought about by poverty.In recent years,brand poverty alleviation,that is,helping agricultural products in povertystricken areas build brands to increase farmers'income has become a poverty alleviation method with Chinese characteristics.Many non-profit organizations have participated and achieved good results.However,in reality,there is also a mismatch between brand building decisions and the actual production capacity of farmers,resulting in low poverty alleviation benefits.Based on this,a Stackelberg game model is constructed to explore the brand building strategies of NPOs under the conditions of different capacity of farmers.The results show that:(1)the brand poverty alleviation measures of non-profit organizations play a significant role in increasing farmers'income in poverty-stricken areas;(2)The decision-making of brand building level is related to the cost of brand building,the awareness of poverty alleviation of consumers and the capacity of farmers in povertystricken areas.As a potential entrant,the larger the capacity of poor households does not mean that the higher the poverty alleviation benefit of non-profit organizations is.Guiding farmers to maintain a slightly limited production capacity can reduce the intensity of price competition and improve the income of both;(3)when the products in poverty-stricken areas enter The market does not always improve consumer surplus when competing with local products in the market.Finally,combining with the research results,it provides management enlightenment and theoretical support for the poverty alleviation work of non-profit organizations.By combining with the actual situation,the following management enlightenment for NPOs participation in brand poverty alleviation:(1).Within a certain range,NPO can encourage large scale production of farmers in poor areas and increase production capacity.If farmers have a large production capacity,they should be guided to pursue high quality rather than high yield.Maintaining slightly restricted production capacity can reduce the intensity of price competition,help poor farmers increase income,and improve poverty alleviation efficiency.(2)Starting from the social benefits of poverty alleviation,when selecting products for brand building,NPOs should try their best to choose special agricultural products that have a small degree of substitution with target market products.On the one hand,it can protect the basic interests of farmers in the target market and prevent the phenomenon of"returning to poverty".On the other hand,it can reduce the difficulty of brand building and improve overall social welfare.