孙艺榛　郑军

摘要：随着农业市场化、现代化的不断推进，果蔬市场的发展空间逐步上升，果蔬产品品牌化发展是大势所趋。本文从农户、企业、行业和政府四个层面，梳理出山东省果蔬产品品牌发展的20个影响因素，并运用层次分析法（ AHP）对影响因素进行权重排序。结果表明：企业资金投入、品牌营销决策、企业品牌定位等是推进山东省果蔬产品品牌发展的主要因素。通过对这几个因素进行系统分析，提出山东省果蔬产品品牌发展的合理化建议。

关键词：果蔬产品品牌;影响因素;AHP模型;山东省

Analysis of Factors Affecting Development of Fruit and VegetableProduct Brands in Shandong Province Based on AHP MethodSun Yizhen， Zheng Jun

Abstract With the continuous advancement of agricultural marketization and modernization， the devel-opment space of fruit and vegetable markets has gradually increased， and the branding of fruit and vegetableproducts has become more and more popular. From the four levels of farmers， enterprises， industry and gov-ernment， 20 factors influencing the development of fruit and vegetable products in Shandong Province weresorted out and analyzed by AHP method. The results showed that corporate capital investment， brand marketingdecision - making， and corporate brand positioning were the main factors promoting the development of fruit andvegetable product brands in Shandong Province. Through systematic analysis of these factors， some rational pro-posals were put forward for the development of fruit and vegetable product brand in Shandong Province.

Keywords Fruit and vegetable product brand;Influencing factor;AHP Model;Shandong Province

近年来，山东省政府高度重视品牌对山东果蔬产业结构调整及提高农民收入等方面的作用，出台了许多品牌建设相关政策，果蔬品牌建设取得了的一定成果。但是，果蔬产品品牌价值提升不明显、品牌质量不高等问题，局限了山东省果蔬产品品牌的进一步发展。因此研究影响果蔬产品品牌发展的各种影响因素尤为重要。

农产品品牌建设影响因素的研究从不同角度展开，包括品牌整体形象[1，2]、产业集群效应[3，4]、产地形象[5，6]、行业产业基础[7引、品牌营销策略[9，10]、市场竞争[11，12]、地理标志[13，14]等。姚春玲[15]、李德立[16]等。从农产品品牌建设主体的视角对农户、企业（合作社）、政府及消费者在品牌建设中的行为进行分析。

层次分析法（ AHP）是将决策问题分解为不同层次结构，引入不同专家的专业知识和经验来研究复杂的经济问题。通过确定矩阵的特征向量获得每个级别元素的排序，采用加权求和法求出各方案对最终目标的最终权重，最终权重最大者即为最优。……