摘要
基于结构方程模型,从企业行为角度(即企业的管理制度、组织协调和营销活动3个方面)对地理标志林产品品牌竞争力的影响因素进行实证研究。结果表明:管理制度、组织协调、营销活动等企业行为与提升地理标志林产品品牌竞争力具有显著正相关关系;就中介作用而言,品牌传播力在组织协调与品牌竞争力之间起完全中介作用,而管理制度、营销活动与品牌竞争力之间起部分中介作用。因此,针对企业层面提出企业应不断完善内部管理制度、重点管理地理标志林产品的质量、充分发挥企业组织的协调功能、及时优化企业林产品市场营销策划、积累地理标志林产品品牌传播力等建议。
⑴ Background-- In the process of promoting the reform of the national supply-side structure, how forest products enterprises use geographical indications to build brand competitiveness is a research hotspot.⑵ Methods-- The research uses SEM to construct the impact model,and questionnaire star was used to send out questionnaires and 357 valid questionnaires were collected.⑶ Results-- Through empirical analysis,it is found that organizational coordination,management system and marketing activities have a significant positive impact on brand competitiveness,indicating that the better the organizational coordination is,the clearer the management system is and the stronger the marketing activities are,the higher the brand competitiveness of forest products geographical indications.However,too frequent price reduction in corporate marketing activities will weaken customers’ brand awareness of geographical indication forest products.The marketing activities of enterprises should focus on the cultural value behind the geographical indication forest products.The brand communication power of forest products geographical indications plays a mediating role in corporate behavior and brand competitiveness.Among them,brand communication power plays a full intermediary role in the relationship between organizational coordination and brand competitiveness,and plays a partial intermediary role in the relationship between management system,marketing activities and brand competitiveness.Organizational coordination and marketing activities enhance brand competitiveness through brand communication,but the direct effect of management system is more significant,indicating that enterprises should pay attention to the quality of forest products.⑷ Conclusions and Discussions-- On this basis,this paper proposes relevant suggestions for corporate behavior:First,the internal management system of enterprises should be improved,focusing on the quality management of geographical indication forest products:①The corresponding quality management system and planning scheme must be formulated;②The quality assurance system,quality inspection system and technical standard system should be further improved;③We must cooperate with relevant government departments to crack down on counterfeit and shoddy products.Second,the coordination role of corporate organization should be brought into play:①we must use the advantages of geographical indications to obtain government support and effective public services,such as innovative technology guidance,infrastructure investment,etc.②we should use the association platform to establish a dialogue mechanism between interest groups so as to play a cluster effect;③we should coordinate the internal mother-child brand relationship to form a polymerization effect.Third,we should optimize the marketing of corporate forest products.There is evidence showing that appropriate product promotion strategies are also useful,but they cannot be used frequently,otherwise they will reduce consumers’ perception and weaken the brand competitiveness:①The cultural elements of the product can be integrated into the marketing method to improve the recognizability of forest products and make it deeply rooted in the hearts of people;②Leading enterprises of forest products should actively participate in trade fairs, etc.,give full play to the role of the platform of forest products trading market,expand publicity,and create a better image for market.
作者
郑秋琴
蔡栅梅
许安心
ZHENG Qiuqin;CAI Shanmei;XU Anxin(School of Management,Fujian Agriculture and Forestry University,Fuzhou 350002 China)
出处
《林业经济问题》
北大核心
2019年第2期211-217,共7页
Issues of Forestry Economics
关键词
品牌竞争力
地理标志
林产品
企业行为
brand competitiveness
geographical indication
forest products
corporate behavior
