食品品牌知名度与质量等级之间的关系研究——以食用油为例
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摘要
食品品牌代表着企业商誉,是传递质量信号的重要标志.同样,食品质量等级也能够反映出食品的质量好坏.然而在现实生活中,消费者对食品品牌的关注要远高于对食品质量等级的关注.在食品购买的过程中,质量等级有时甚至会被消费者忽视.那么,关于品牌知名度能否作为质量的代名词目前还没有学者给出相关的结论.因此以食用油为例,采用描述性统计的方法,对目前市场上销售的食用油品牌与他们对应的质量等级进行研究,从而验证两者之间是替代的关系还是互补的关系,进而对国家在质量监管和企业的发展战略方面提出相应的建议.
Food brand represents the reputation of enterprises and it is an important sign to transmit the quality signal. Similarly, the quality grade of food can reflect its quality. In real life, however, consumers pay much more attention to food brands than to food quality grades. In food purchase, food quality grade may even be ignored by consumers. Whether brand awareness can be a synonym for quality has not yet come to a conclusion. Taking cooking oil as an example and adopting the method of descriptive statistics, this paper researches edible oil of various brands and their corresponding quality grades, so as to understand whether the relationship between the popularity of a food brand and its quality grade is alternative or complementary. Finally, this paper offers some suggestions in respect of quality regulation by the government and enterprise development strategy.
Food brand represents the reputation of enterprises and it is an important sign to transmit the quality signal. Similarly, the quality grade of food can reflect its quality. In real life, however, consumers pay much more attention to food brands than to food quality grades. In food purchase, food quality grade may even be ignored by consumers. Whether brand awareness can be a synonym for quality has not yet come to a conclusion. Taking cooking oil as an example and adopting the method of descriptive statistics, this paper researches edible oil of various brands and their corresponding quality grades, so as to understand whether the relationship between the popularity of a food brand and its quality grade is alternative or complementary. Finally, this paper offers some suggestions in respect of quality regulation by the government and enterprise development strategy.
引文
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[11] 孙瑾, 张红霞. 品牌名称暗示性对消费者决策选择的影响: 认知需要和专业化水平的调节作用 [J]. 心理学报, 2012, 44(5): 698-710.
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[13] 石帅, 张大红, 骆耀峰. 上海市食用油消费调查及消费者需求偏好研究 [J]. 中国油脂, 2010, 35(10): 1-5.
[14] 唐春花. 西安市高端食用油推广潜力及策略研究 [J]. 农业科学研究, 2016, 37(2): 48-52.
[15] 刘嘉珉, 薛强. 浅析农产品差异化营销 [J]. 内蒙古农业大学学报(社会科学版), 2011, 13(4): 99-101, 104.
[16] 赵乃骥. 我国食品安全政府监管制度探讨 [J]. 现代商贸工业, 2010, 22(9): 70-71.
[17] 康历姮, 李阳阳, 唐章林. 中国主要食用油进出口实证分析 [J]. 西南师范大学学报(自然科学版), 2016, 41(10): 68-74.
[2] 田金梅, 张秀娟, 麦健鹏, 等. 品牌知名度和安全认证对猪肉消费行为的影响 [J]. 华南农业大学学报(社会科学版), 2013, 12(3): 104-111.
[3] 汤筱晓, 洪茹燕. 平台品牌认知对产品购买行为的影响研究: 品牌敏感的调节作用 [J]. 重庆大学学报(社会科学版), 2016, 22(2): 109-118.
[4] SICHTMANN C, DIAMANTOPOULOS A. The impact of Perceived Brand Globalness, Brand Origin Image, and Brand Origin-extension Fit on Brand Extension Success [J]. Journal of the Academy of Marketing Science, 2013, 41(5): 567-585.
[5] 周健明, 邓诗鉴. 品牌依恋对消费惯性与品牌忠诚的影响研究 [J]. 管理现代化, 2015, 35(6): 73-75.
[6] BAO Y C, BAO Y Q, SHENG S B. Motivating Purchase of Private Brands: Effects of Store Image, Product Signatureness, and Quality Variation [J]. Journal of Business Research, 2011, 64(2): 220-226.
[7] 葛玉. 我国食用油市场现状及发展趋势 [J]. 价值工程, 2013, 32(20): 160-161.
[8] 唐羚. 高端食用油品牌发展战略探析 [J]. 无锡职业技术学院学报, 2014, 13(6): 63-65, 92.
[9] 张英姿, 伊雄海, 邓晓军, 等. 橄榄油的质量分级检测技术研究进展 [J]. 食品安全质量检测学报, 2017, 8(11): 4239-4246.
[10] 张红霞, 安玉发. 食品质量安全信号传递的理论与实证分析 [J]. 经济与管理研究, 2014(6): 123-128.
[11] 孙瑾, 张红霞. 品牌名称暗示性对消费者决策选择的影响: 认知需要和专业化水平的调节作用 [J]. 心理学报, 2012, 44(5): 698-710.
[12] 葛元冬. 我国食品安全的信息不对称与政府规制探讨 [J]. 价值工程, 2014(30): 164-165.
[13] 石帅, 张大红, 骆耀峰. 上海市食用油消费调查及消费者需求偏好研究 [J]. 中国油脂, 2010, 35(10): 1-5.
[14] 唐春花. 西安市高端食用油推广潜力及策略研究 [J]. 农业科学研究, 2016, 37(2): 48-52.
[15] 刘嘉珉, 薛强. 浅析农产品差异化营销 [J]. 内蒙古农业大学学报(社会科学版), 2011, 13(4): 99-101, 104.
[16] 赵乃骥. 我国食品安全政府监管制度探讨 [J]. 现代商贸工业, 2010, 22(9): 70-71.
[17] 康历姮, 李阳阳, 唐章林. 中国主要食用油进出口实证分析 [J]. 西南师范大学学报(自然科学版), 2016, 41(10): 68-74.
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