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琼中绿橙品牌认知现状及发展对策研究
潘友仙, 刘慧琳, 黄文强
海南大学 海口 570228
摘要:
琼中绿橙是海南省具有代表性的水果之一,拥有悠久的发展历史。然而,相较于“褚橙”等品牌水果,琼中绿橙的品牌发展速度较为缓慢。琼中绿橙的消费很大程度上局限在海南本地,这大大限制了琼中绿橙的发展。因此,本文从提高琼中绿橙品牌认知的角度出发,对推动琼中绿橙的发展,提高消费者对琼中绿橙的购买意愿具有重要意义。
关键词:  品牌认知;消费意愿;琼中绿橙;因子分析
DOI:
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基金项目:海南省自然科学基金:(项目编号:718MS030)
the study of improving the brand awareness of qiongzhong
panyouxian, liu hui lin, huangwenqiang
hainan university
Abstract:
Qiongzhong green orange is one of the representative fruits in hainan province and has a long history of development. Benefiting from the unique and excellent planting environment in qiongzhong, hainan province, qiongzhong green orange has become a nationally renowned high-quality fruit. Qiongzhong green orange has the characteristics of early maturity and great market potential among similar varieties. However, compared with "chu orange" and other brand fruits, the brand development of qiongzhong green orange is relatively slow. Qiongzhong green orange consumption is largely limited to hainan, which greatly restricts the development of qiongzhong green orange. Therefore, from the perspective of improving the brand awareness of qiongzhong green orange, this paper is of great significance for promoting the development of qiongzhong green orange and improving consumers' purchase intention of qiongzhong green orange.
Key words:  Brand Recognition; Purchase intention; Qiongzhong?green?orange; Factor analysis