农产品地理标志与企业品牌的溢价及其协同效应——以绿茶茶叶产品为例

Premium Between Geographical Indications of Agricultural Products and Corporate Brands and Their Synergistic Effect:Taking Green Tea for Example

农产品地理标志建设是推动区域产业集群发展,带动广大农民增收致富的重要举措。文章基于京东平台绿茶茶叶的63659个产品数据,采用特征价格法实证分析了消费者对农产品地理标志、企业品牌以及两者交互影响的溢价支付。研究发现:(1)地理标志、企业品牌等均能为绿茶茶叶带来显著的正向溢价,源自东部地区的地理标志对农产品溢价的正向影响最大,中部地区次之,西部地区最低。(2)地理标志的正向溢价有赖于其知名度建设,知名地理标志能够为产品带来显著的正向溢价,而非知名地理标志未能获得显著溢价。(3)地理标志与企业品牌存在显著的协同互补效应,相较于知名地理标志而言,非知名地理标志与企业品牌的协同效应更大,且主要体现在中低价位的产品中。因此,农产品地理标志建设不仅应重视申报注册,更应当重视品牌的推广和维护,而加强与企业品牌的合作是提升地理标志农产品市场价值的有效途径之一。

The development of geographical indications for agricultural products is a significant initiative aimed at promoting regional industry cluster growth and increasing the income of rural farmers.Based on a dataset of 63659 green tea products from the JD.com,this study employs the hedonic pricing method to empirically analyze the price premium between geographical indications of agricultural products and corporate brands,as well as their synergistic effect.The findings of this research are as follows:1) Both geographical indications and corporate brands significantly contribute to the positive premium of green tea products.Geographical indications originating from the eastern region exert the strongest positive impact on the price premium,followed by the central region,with the western region showing the lowest impact.2) The positive premium associated with geographical indications is contingent upon their level of recognition.Well-known geographical indications lead to a substantial positive price premium,whereas non-well-known geographical indications fail to command a significant premium.3) Geographical indications and corporate brands exhibit a significant synergistic effect.In comparison to well-known geographical indications,non-well-known geographical indications demonstrate a stronger synergistic effect with corporate brands,especially for products situated within the mid to lower price range.Therefore,the development of geographical indications for agricultural products should not only focus on registration but also emphasize brand promotion and maintenance.Strengthening collaboration with corporate brands stands as an effective approach to enhancing the market value of agricultural products with geographical indications.