农产品品牌认知:现状与启示

Status Quo and Enlightenment for Recognition of Produce Brands

当前,农产品市场品牌辨识度不高直接影响到农产品市场的发育,导致消费者"逆向选择"现象出现,引致的价格波动严重影响农户经济收入。因而以品牌市场辨识度为视角,基于现阶段消费者对农产品市场上的品牌认知现状,进一步围绕"消费者——企业——政府——媒体"四个角度来考察影响农产品品牌培育的微观因素,有利于规避农产品价格波动的风险,培育具有竞争力的农产品品牌。

Currently, low recognition for produce brands has a direct effect on the development of agricultural markets, leading to consumers' 'adverse selection', which results in the severe price fluctuations and farmers' low income. From the perspective of brand recognition, an exploration is made of the micro-factors affecting the development of agricultural markets by surrounding the 'consumers-enterprises-governments-media' relationship. It is good to avoid price fluctuations for a better recognition of competitive produce brands.