摘要
拥有多产地的农业企业在参与市场竞争时,更倾向于使用企业品牌,而很少使用(少用)甚至完全不使用(弃用)地理标志,这一现象是地理标志品牌建设者所不愿意看到的。文章通过两类品牌利润模型构建与推演,找出影响多产地企业使用地理标志品牌的变量,并探究原产地资源禀赋对企业使用地理标志品牌意愿性造成的影响。研究发现,多产地农业企业使用地理标志品牌意愿性,与地理标志产品被批准登记保护的时长、原产地自然资源丰富程度、产品质量技术规范水平、在行业中相对品牌地位、地理标志产品保护水平、原产地生态保护水平、地理标志产品生产企业总体质量等地理标志品牌强度相关构成要素有关。在此基础上,以黑龙江省北大荒米业集团有限公司为例进行实证分析。同时,研究提出地理标志品牌管理者应进一步提升地理标志产品的质量特色、加强地理标志品牌的制度建设、倡导合规企业使用地理标志品牌等建议,积极探索地理标志品牌和企业品牌的品牌组合策略,推动两类品牌协同发展。
Agricultural enterprises with multiple places of origin are more inclined to use corporate brands in market competition,and seldom use or even do not use geographical indications(GI),which GI brand builders are unwilling to see.Through the construction and deduction of two types of brand profit models,the paper finds out the variables that affect the use of geographical indication brands by enterprises with multiple places of origin,and explores the influence of resource endowment in the place of origin on the willingness of enterprises to use GI brands.It is found that the willingness of agricultural enterprises with multiple places of origin to use GI brands is related to the length of time that GI products are approved for registration and protection,the richness of natural resources in the place of origin,the level of product quality and technical specifications,the relative brand status in the industry,the level of protection of geographical indication products,the level of ecological protection in the place of origin,and the overall quality of companies producing geographical indication products and other constituent elements.On this basis,taking Heilongjiang Beidahuang Rice Industry Group Co.,Ltd.as an example,an empirical analysis is carried out.It puts forwards that GI brand managers should further improve the quality characteristics of GI products,strengthen the system construction of geographical indication brands,advocate the use of geographical indication brands by compliant companies,and actively explore the brand combination of GI brands and corporate brands,promote the coordinated strategy of two brands.
作者
谌飞龙
肖婷文
熊曦
吴群
CHEN Feilong;XIAO Tingwen;XIONG Xi;WU Qun(Research Center of Industry Cluster and Enterprise Development,Jiangxi University of Finance and Economics,Nanchang 330013,Jiangxi,China;Business School,Central South University of Forestry and Technology,Changsha 410004,Hunan,China)
出处
《经济地理》
CSSCI
CSCD
北大核心
2021年第2期174-184,共11页
Economic Geography
基金
国家自然科学基金项目(71763008)
江西省高校人文社会科学重点研究基地研究项目(JD1557)
江西省教育厅科技项目(GJJ170334)
江西省自然科学基金项目(2018BAA208048)
江西省研究生创新专项资金项目(YC2019-S199)
关键词
多产地农业企业
地理标志产品
区域品牌
地理标志品牌
原产地
产品质量
使用意愿
agricultural enterprises with multiple places of origin
geographical indication product
regional brand
geographical indication brand
origin
product quality
intention to use
