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当前位置: 首页 > 文章 > 区域特色农业地理品牌农户维护意愿分析-以"静宁苹果"为例 农业科技管理 2019,38 (4) 86-91
Position: Home > Articles > Analysis on the Maintenance Willingness of Agricultural Geographic Brand by Farmers,Taking"Jingning Apple"as an Example Management of Agricultural Science and Technology 2019,38 (4) 86-91

区域特色农业地理品牌农户维护意愿分析-以"静宁苹果"为例

作  者：
王瑞;龚大鑫;窦学诚;王调丽
单  位：
甘肃农业大学财经学院
关键词：
静宁县;品牌;静宁苹果;农户维护意愿;影响因素;Logistic模型
摘  要：
农户作为区域特色农业地理品牌的使用者和利益主体,在使用过程中会存在"搭便车"的投机行为,产生品牌管理危机.文章从农业经济学的角度出发,以"静宁苹果"为例,运用Logistic模型对影响农户维护区域地理品牌意愿的因素进行分析.结果表明,农户的受教育程度、苹果种植面积、农户对品牌的认知程度、对政府工作的满意度等多个因素对农户参与品牌维护行为意愿产生综合正向影响.最后,从提高农户对品牌的理性认知、加大对农户的技术培训力度以及加强农业信息化建设等方面提出了提高农民参与品牌维护意愿的建议.
译  名：
Analysis on the Maintenance Willingness of Agricultural Geographic Brand by Farmers,Taking"Jingning Apple"as an Example
作  者：
Wang Rui;Gong Daxin;Dou Xuecheng;Wang Tiaoli;College of Finance and Economics, Gansu Agricultural University;Gansu Provincial Regional Agricultural and Industrial Organization Research Center;
关键词：
Jingning County;;Brand;;Jingning apple;;Farmers′ willingness to maintain;;Influence factors;;Logistic model
摘  要：
As users and interest subjects of geographical brand of regional characteristic agriculture, farmers will have speculative behavior of "free riding" in the use process, which will lead to brand management crisis. From the perspective of agricultural economics, and taking "Jingning apple" as an example, factors affecting farmers′ willingness to maintain regional geographic brand willingness were analyzed using Logistic model. The results showed that farmers′ education level, agricultural product acreage, farmers′ awareness of the brand, satisfaction with government work and other factors have a positive impact on farmers′ willingness to participate in brand maintenance. Finally, some suggestions were put forward to improve farmers′ willingness to participate in brand maintenance from the aspects of improving farmers' rational cognition of brand, increasing farmers′ technical training and strengthening the construction of agricultural informatization.

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