本文選題：綠色農(nóng)產(chǎn)品 + 品牌形象��； 參考：《蘭州財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：21世紀(jì)是一個(gè)“綠色”世紀(jì),隨著人們消費(fèi)觀念的不斷改變和生活水平的不斷提高,在國內(nèi)外綠色農(nóng)產(chǎn)品的需求日也日益增加,綠色農(nóng)產(chǎn)品業(yè)具有巨大的市場前景。對于農(nóng)產(chǎn)品來說,品牌是企業(yè)的靈魂,良好的品牌形象可以保證企業(yè)長久發(fā)展。實(shí)際上,品牌管理的目的就是為品牌建立優(yōu)秀的品牌形象,在市場競爭中占據(jù)優(yōu)勢。本研究選擇綠色農(nóng)產(chǎn)品行業(yè)為研究背景,以綠色農(nóng)產(chǎn)品的消費(fèi)者為研究對象,結(jié)合綠色農(nóng)產(chǎn)品的特點(diǎn)和國內(nèi)外研究學(xué)者的品牌形象模型的基礎(chǔ)上,對綠色農(nóng)產(chǎn)品品牌形象的維度進(jìn)行劃分。研究綠色農(nóng)產(chǎn)品品牌形象與消費(fèi)者購買意愿之間的關(guān)系,并將感知價(jià)值加入模型中作為中介變量。研究主要通過問卷調(diào)查方式得到數(shù)據(jù),再利用SPSS和AMOS統(tǒng)計(jì)分析軟件進(jìn)行實(shí)證分析,驗(yàn)證綠色農(nóng)產(chǎn)品品牌形象對感知價(jià)值和購買意愿的影響。研究結(jié)果表明,綠色農(nóng)產(chǎn)品品牌形象的農(nóng)企整體形象、農(nóng)產(chǎn)品整體形象、農(nóng)企社會(huì)現(xiàn)象和社會(huì)服務(wù)形象對感知價(jià)值和購買意愿的影響都顯著,消費(fèi)者的感知價(jià)值對消費(fèi)者的購買意愿影響顯著,感知價(jià)值在品牌形象和購買意愿之間起到了中介作用。最后,本研究通過研究結(jié)論對綠色農(nóng)產(chǎn)品企業(yè)提出了一些管理建議:(1)加強(qiáng)公司形象的建設(shè),塑造良好的公司形象,提升社會(huì)影響力;(2)重視產(chǎn)品開發(fā),提高產(chǎn)品質(zhì)量;(3)保持與消費(fèi)者的良好互動(dòng),提升消費(fèi)者的產(chǎn)品形象感知;(4)企業(yè)應(yīng)積極履行社會(huì)責(zé)任,加強(qiáng)自身的社會(huì)責(zé)任感。同時(shí),也對本研究的一些不足做出說明,提出以后的研究展望。
[Abstract]:The 21st century is a "green" century. With the constant change of people's consumption concept and the improvement of living standard, the demand for green agricultural products at home and abroad is increasing day by day, and the green agricultural products industry has a huge market prospect.For agricultural products, brand is the soul of enterprises, a good brand image can ensure the long-term development of enterprises.In fact, the purpose of brand management is to establish an excellent brand image for the brand and to occupy an advantage in the market competition.Based on the characteristics of green agricultural products and the brand image model of scholars at home and abroad, this study chooses green agricultural products industry as the research background, taking the consumers of green agricultural products as the research objects, and combines the characteristics of green agricultural products with the brand image models of domestic and foreign researchers.The dimensions of green agricultural product brand image are divided.The relationship between the brand image of green agricultural products and consumers' willingness to buy is studied, and the perceived value is added to the model as an intermediary variable.In this study, the data were obtained by questionnaire, and then the effect of green agricultural product brand image on perceived value and purchase intention was verified by using SPSS and AMOS software.The results show that the overall image of the green agricultural product brand, the overall image of agricultural products, the social phenomenon of agricultural enterprises and the social service image have significant effects on perceived value and purchase intention.The perceived value of consumers has a significant impact on consumers' willingness to buy, and perceived value plays an intermediary role between brand image and purchase intention.Finally, this study put forward some management suggestions to green agricultural product enterprises through the conclusion of the research. (1) strengthening the construction of company image, shaping a good corporate image, enhancing social influence and attaching importance to product development.To improve the quality of products, we should keep good interaction with consumers and enhance consumers' perception of product image. (4) Enterprises should actively fulfill their social responsibility and strengthen their own social responsibility.At the same time, some shortcomings of this study are explained, and the future research prospects are put forward.
【學(xué)位授予單位】：蘭州財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55;F323.5

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