| 品牌化建设对林业绿色食品加工企业营销绩效的影响 |
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| 引用本文： | 宋琦媛,耿玉德.品牌化建设对林业绿色食品加工企业营销绩效的影响[J].东北林业大学学报,2021,49(2):83-88. |
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| 作者姓名： | 宋琦媛 耿玉德 |
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| 作者单位： | 东北林业大学,哈尔滨,150040;东北林业大学,哈尔滨,150040 |
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| 摘 要： | 以林业绿色食品加工企业的营销绩效为研究对象,采用文献分析法、问卷调查法、实证分析法(模型构建法和假设检验法),以品牌化建设(品牌质量建设、品牌公关建设、品牌形象建设)、消费者购买意愿、营销绩效为主要评价指标,分析品牌化建设对消费者购买意愿的影响、对林业绿色食品加工企业营销绩效的影响。结果表明:林业绿色食品加工企业实行品牌化建设对其营销绩效会产生正向影响,其中品牌公关建设的影响最为显著。消费者购买意愿在品牌化建设与林业绿色食品加工企业营销绩效关系之间起到了间接影响作用。林业绿色食品加工企业只有实行品牌化建设,才能建立起消费者认可的强势品牌,提高林业绿色食品加工企业的营销绩效。
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| 关 键 词： | 品牌化建设 企业营销绩效 林业绿色食品加工企业 消费者购买意愿 |
Influence of Brand Construction on Marketing Performance of Forestry Green Food Processing Enterprises |
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| Song Qiyuan,Geng Yude.Influence of Brand Construction on Marketing Performance of Forestry Green Food Processing Enterprises[J].Journal of Northeast Forestry University,2021,49(2):83-88. |
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| Authors: | Song Qiyuan Geng Yude |
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| Institution: | (Northeast Forestry University,Harbin 150040,P.R.China) |
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| Abstract: | In forestry green food processing enterprise marketing performance as the research object, we used literature analysis, questionnaire survey method, empirical analysis method(model building method and hypothesis test), to the brand building, brand quality construction, brand image, brand public relations construction, consumers purchase intention, marketing performance as the main evaluation index, analysis of construction impact on consumer purchase intention, and brand influence on forestry green food processing enterprise marketing performance. The implementation of brand construction has a positive influence on the marketing performance of green food processing enterprises in forestry, and the influence of brand public relations construction is the most significant. Consumers’ purchase intention plays an indirect role in the relationship between branding construction and marketing performance of forestry green food processing enterprises. Only implementing brand construction can establish strong brands of forestry green food processing enterprises, and improve the marketing performance of forestry green food processing enterprises. |
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| Keywords: | Brand construction Corporate marketing performance Forestry green food processing enterprise Consumer purchase intention |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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