地理标志提高农产品品牌竞争力实证分析-农业经济管理专业论文.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract As we all know, in the market environment, the vitality of products has become increasingly necessary to be supported by the brand. In this context, the brand of the geographical indication has become the focus of scholars. This article studies brand building of agricultural products of geographical indications from the perspective of brand competitiveness, and studies the effect of geographical indications to improve the brand competitiveness of agricultural products in-depth. Details are: First, combine geographical indications theory, consumer behavior theory and brand theory, introduce geographical indications in the new perspective of marketing. Secondly, make K-Means clustering analysis to classify the geographical indications resources of different provinces and cities by SPSS18 software and analyze the resources of geographical indications of the various provinces and cities are in which category. We could find that Zhejiang is in the best development of geographical indications. Analyze the macroeconomic environment of geographical indications of agricultural products by PEST analysis tools and focus on the Revision of the Trademark Law. Based on the existing research results from home and abroad, analyze the related factors affecting consumers and the brand competitiveness of agricultural products of geographical indications. Propose the assumption that geographical indications can improve brand competitiveness of agricultural products and propose the assumption of effect factors of agricultural products of geographical indications consumers. Establish the corresponding empirical research model, so as to make further theoretical support for empirical research framework. Then, make random survey of consumers in Yichang of the Western Hubei area to know consumers? attitudes on the agricultural products of geographical indications and the first-hand data for the accuracy of empirical research. Make descriptive