基于消费者视角的特色农产品品牌形象研究——以烟台市海参品牌为例

Brand image of special agricultural products based on perspective of consumers taking Yantai sea cucumber as an example

以海参消费者为调查对象,采用调查问卷及实地考察的方法进行调研。研究发现,烟台市海参养殖企业的品牌知名度不高,海产品市场为购买海参的主要途径,购买的产品种类主要为淡干海参,用途以送父母为主,获取海参信息的方式有传统媒体、新媒体及亲朋推荐,消费者购买海参时最看重的是质量。烟台市海参品牌形象测量指标可以提取为企业形象因子、产品形象因子和产地形象因子3个主要因子。从企业层面、产品层面和产地层面提出烟台市特色农产品品牌建设的建议。

Taking consumers of sea cucumber as survey object,the survey was conducted using method of designing questionnaires and field visits.The study found that,brand recognition of Yantai sea cucumber enterprises was not high.Seafood market was main way to buy sea cucumber.Type of products purchased was mainly dried sea cucumber.The use was mainly to send to parents.Way to obtain sea cucumber information was traditional media,new media and recommended by relatives and friends.Quality was the most important factor for consumers.Yantai sea cucumber brand image measurement index could be extracted into three main factors:enterprise image factor,product image factor and origin image factor.Suggestions on brand construction of Yantai special agricultural products were put forward from corporate image factor,product image factor and origin image factor.