摘要
农产品生产的区域性与资源依赖性,使农产品区域品牌在激烈的市场竞争中,更显示出它的竞争优势。通过农产品区域品牌竞争力影响因素的分析,能够帮助品牌建设主体在获取和提升品牌竞争力方面做到有的放矢。本文在理论分析和前人研究成果的基础上,借助AMOS19.0软件构建了包含品牌资源力、品牌基础力、品牌支撑力、品牌发展力和农产品区域品牌竞争力5个潜变量和20个观察变量的农产品区域品牌竞争力影响因素结构方程模型。该模型不仅验证了假设条件,还指出品牌支撑力是影响农产品区域品牌竞争力最主要的因素,其次为品牌发展力、品牌基础力和品牌资源力,其中,政府财政支持力度、品牌忠诚度、人力资本和企业家以及自然资源是相应潜变量中载荷系数最大的观察变量。
The agricultural products’regional characteristics and resource dependency make agricultural products’ regional brands showing their competitive advantages in the fierce market competition.The analysis of influential factors of agricultural products’regional brands’competitiveness can help brands targeting definite objects in acquiring and promoting brands’competitiveness.This article is on the basis of theoretical analysis and previous research results,with the help of AMOS19.0 software to establish the structural equation model of influential factors of agricultural products regional brand competitiveness,which included brand resources,foundation,support,development and competitiveness 5 latent variables and 20 observation variables.This model not only verifies the hypothesis,but also points out that the brand support is the main factor for agricultural products regional brand competitiveness,which followed by factors as the brand development,foundation and resources,and factors of government financial support,brand loyalty,human capital and entrepreneurs,natural resources are observation variables with the maximum load coefficient for the corresponding latent variables.
出处
《世界农业》
北大核心
2013年第5期85-90,155,共6页
World Agriculture
基金
黑龙江省博士后资助项目"黑龙江省农产品区域品牌建设研究"(编号:LBH-Z09280)
