赵隆飞 桂琳

摘    要： 为了能够完善北京农产品品牌资产的建设、提升和维护，故选择“小汤山”蔬菜作为测试品牌进行实证研究。通过构建品牌资产模型来研究消费者视角下的北京农产品品牌资产的构成因素和影响，利用Pearson相关系数进行相关性分析，从而得到消费者视角下的北京农产品品牌资产由品牌认知度、区域联想、品牌感知和品牌忠诚4个维度构成，且存在一定相关关系，共同作用、影响着品牌资产。最终研究表明，北京农产品品牌资产的提升，需要其进一步提高品牌知名度，增加品牌的区域联想，加强消费者对农产品的品牌感知，从而让消费者形成品牌忠诚，最终使得农产品品牌资产得到提升，促使企业获得营收。

关键词： 农产品; 北京; “小汤山”蔬菜; 品牌资产; Pearson相关系数

中图分类号： S63 文献标志码：B  文章编号： 1673-2871（2021）01-084-06

Research on brand equity of Beijing agricultural products from the perspective of consumers： taking “Xiaotangshan” vegetables as an example

ZHAO Longfei1， GUI Lin2

（1. College of Economics and Management， Beijing University of Agriculture， Beijing 102206， China; 2. Beijing Research Center for New Rural Construction， Beijing 102206， China）

Abstract： In order to improve the construction， improvement and maintenance of Beijing agricultural products brand equity， we chose “Xiaotangshan” vegetables as a test brand for empirical research with building a brand equity model to study the components and influences of Beijing agricultural product brand equity from the perspective of consumers， and correlation is analyzed by Pearson correlation coefficient.. From the perspective of consumers， the brand equity of Beijing agricultural products is composed of four dimensions： brand recognition， regional association， brand perception and brand loyalty， and there is a certain correlation between them， which has a certain impact on brand equity. The enhancement of the brand equity of Beijing agricultural products needs to drive brand awareness， increase regional brand associations， and strengthen consumers' brand perception of agricultural products， so as to allow consumers to form brand loyalty， and ultimately enhance the brand equity of agricultural products， with promoting revenue of enterprises.

Key words： Agricultural products; Beijing; “Xiaotangshan” vegetables; Brand equity; Pearson correlation coefficient

品牌資产是企业品牌所能够给企业带来的额外收入等附加价值[1]。企业通过各种营销活动，增加曝光率，提高知名度，提供优质服务，来让消费者建立对品牌的信任，这些信任与偏爱最终会转换为品牌资产。品牌资产作为企业的一种无形资产和文化软实力的体现，是构成企业竞争力的重要部分[2]。消费者视角下的品牌资产是对品牌营销活动的一种反馈，更是对品牌未来收益的指引，是形成品牌资产的重要基础[3]。消费者在购买农产品时，对品牌的了解程度、感受以及体验是对品牌进行评价，而这些评价会影响消费者对品牌的态度与认识。……