泌阳县香菇的品牌建设问题研究及实证分析

Research and Empirical Analysis on Brand Building of Shiitake Mushrooms in Biyang County

随着经济全球化和市场竞争的加剧,品牌建设在农业产业中变得越来越重要。本研究选取泌阳县香菇为研究对象,挖掘影响其品牌建设的核心因素,探讨如何通过品牌建设提升泌阳县香菇的市场竞争力。本文根据泌阳县香菇品牌建设的现状及存在的问题,从产品自身因素、行业组织因素、经营主体因素、外部因素四个维度对影响泌阳县香菇品牌建设的因素进行提取,利用实证分析方法对泌阳县香菇品牌建设影响因素体系和品牌建设满意度进行建模,并提出相关假设,通过样本数据和数据回归分析方法挖掘不同影响因素对泌阳县香菇品牌建设的作用。结果显示,产品自身因素、行业组织因素、经营主体因素、外部因素与泌阳县香菇品牌建设的效果息息相关,各类因素作用的最终结果是品牌竞争力的结果体现。

With the economic globalization and the intensification of market competition,brand building is becoming more and more important in the agricultural industry.This study selects shiitake mushrooms in Biyang County as the research object,and explores the core factors that affect brand building and how to enhance the market competitiveness of shiitake mushrooms in Biyang County through brand building.According to the status quo and existing problems of shiitake mushroom brand construction in Biyang County,this paper extracts the factors affecting shiitake mushroom brand construction in Biyang County from the four dimensions of product factors,industry organization factors,management main factors and external factors,uses empirical analysis method to model the system of influencing factors and satisfaction degree of brand construction in Biyang County,and puts forward relevant hypotheses.The effects of different influencing factors on the brand building of shiitake mushrooms in Biyang County are explored through sample data and data regression analysis.The results show that product factors,industry organization factors,management factors,external factors are closely related to the effect of Biyang County mushroom brand building,and the final result of various factors is the result of brand competitiveness.