基于消费者视角的山东省农业集群品牌资产评价--以4个典型农业集群品牌为例

摘要

From the consumer ’ s perspective ,combining the ten-element model of brand equity with the engine model of brand equit ,taking example of four typical agricultural clusters ,“Jiaozhou cabbage” ,“Majiagou celery” ,“Zhangqiu onion”and“Jinxiang garlic” ,we assessed the brand equity of Shandong agricultural clusters from two levels ,the brand’s functional attributes and emotional properties through questionnaires and deeply analyzed the results of their brand as-sessment and the assessment elements by combining with the actuality of the brand building of Shandong agricultural cluster .This paper proposed the strategy for cultivating the agricultural cluster brand in Shandong province .%从消费者的视角，将品牌资产十要素模型和品牌资产引擎模型结合起来，以“胶州大白菜”、“马家沟芹菜”、“章丘大葱”和“金乡大蒜”4个典型农业集群品牌为例，通过问卷调查，从品牌功能属性和品牌情感属性2个维度对山东省农业集群品牌资产进行了评估，并结合山东省农业集群品牌建设的实际对其品牌建设评估结果和品牌要素进行了深入分析，从而提出了山东省农业集群品牌资产提升的对策。