随着绿色生态消费理念逐步深入人心和人民生活水平的提高，人们对品牌 农产品的需求也与日俱增。由于农产品市场竞争非常激烈且同质化程度较高， 因此，提高农产品品质，树立农产品品牌，制定完善落实农产品品牌营销策略， 扩大农产品品牌效应、影响力和竞争力，对于提高品牌农产品市场份额和品牌 价值，增加农民收入和生态农业可持续发展都具有非常重要的理论和实践意义。 广丰马家柚，是中国主要的八大柚类之一，也是江西省广丰特产，中国国 家地理标志产品。历史久远，可以追溯到明朝，具有长久的种植年限和厚重的 文化积淀，承载着“地方孝果”的文化传统，马家柚具有一定的品牌效应。本 文通过分析江西广丰马家柚产业发展中的现状，以问题为导向，发掘其存在的 关键问题。本研究采用问卷调查法和综合对比法，以广丰马家柚为例，探讨了 可能影响马家柚购买意愿：购置渠道、价格、收入水平、促销活动和行为喜好 等因素，最后针对马家柚产业集群品牌价值提升中存在的关键问题提出了相应 的发展策略：第一，充分利用马家柚的比较优势和发展机遇，通过制定马家柚 产业发展长景发展规划和品牌发展规划，搭载“互联网+”营销快车，在改良品 种提高品质的基础上，大力发展马家柚产业集群品牌。第二，通过不断补齐马 家柚产业发展的基础设施瓶颈，壮大做强经营主体，摆脱马家柚品质不高、品 牌竞争力不强的困境。第三，积极搭建马家柚产业集群品牌信息服务平台，建 立其营销体系，深度挖掘马家柚产业集群品牌文化内涵，提高马家柚的文化内 涵和科技含量。第四，推广精心化质量管理及配套技术服务提高马家柚的品质， 同时实施马家柚品牌管理战略。 在上述分析结果的基础上，本文从提高产品质量和现代化水平、拓宽销售 渠道、 实施灵活定价和加大促销力度四大方面提出了发展马家柚产业集群品牌 的相应对策。同时还提出了加强政府宏观指导、拓宽资金筹措渠道、加强安全 生产监管、发挥马家柚龙头企业引领作用、建立完善马家柚品牌体系和完善物 流仓储体系六大保障措施，以期为马家柚产业集群品牌的建设、推广和营销提 供参考。 关键词：农产品；马家柚；品牌价值分析；对策措施农产品品牌价值分析——以广丰马家柚为例 1 Abstract With the gradual penetration of the concept of green ecological consumption and the improvement of people's living standards, people's demand for brand agricultural products is also growing. Due to the fierce competition and high degree of homogeneity in the agricultural products market, it is very important to improve the quality of agricultural products, establish the brand of agricultural products, formulate and implement the marketing strategy of agricultural products brand, and expand the brand effect, influence and competitiveness of agricultural products, so as to improve the market share and brand value of brand agricultural products, increase the income of farmers and sustainable development of ecological agriculture Theoretical and practical significance. Guangfeng majia grapefruit is one of the eight major pomelo categories in China. It is also a special product of Guangfeng in Jiangxi Province and a national geographic indication product of China.It has a long history, which can be traced back to the Ming Dynasty. It has a long time of planting and profound cultural accumulation, bearing the cultural tradition of "local filial piety fruit". Majia grapefruit has a certain brand effect.This paper analyzes the current situation of the development of majia grapefruit industry in Guangfeng, Jiangxi Province, and explores its key problems based on the problems. In this study, questionnaire survey and comprehensive comparison method were used to explore the factors that may affect the purchase intention of Macintosh, such as purchase channel, price, income level, promotion activities and behavior preference. Finally, according to the key problems existing in the promotion of brand value of majia grapefruit industrial cluster, the corresponding development strategies are put forward.Taking advantage of the comparative advantage and development opportunities of MaJia grapefruit, we will develop the brand of MaJia grapefruit industrial cluster by developing the "long distance" development plan and brand development plan of MaJia grapefruit Industry, carrying the "Internet plus" marketing express, and improving the quality of the varieties. Second, by constantly making up the infrastructure bottleneck of the development of majia grapefruit industry, we will expand and strengthen the main business body, and get rid of the dilemma of low quality and weak brand competitiveness of majia grapefruit. Third, we should actively build the brand information service platform of majia grapefruit industrial cluster, establish its专业学位硕士研究生学位论文 2 marketing system, deeply tap the brand cultural connotation of majia grapefruit industrial cluster, and improve the cultural connotation and technological content of majia grapefruit. Fourth, promote elaborate quality management and supporting technical services to improve the quality of majia grapefruit, and implement the brand management strategy of majia grapefruit. On the basis of the above analysis results, this paper puts forward the corresponding countermeasures to develop the brand of majia grapefruit industrial cluster from four aspects: improving product quality and modernization level, broadening sales channels, implementing flexible pricing and increasing promotion. At the same time, this paper also puts forward six safeguard measures, which are to strengthen the macro guidance of the government, broaden the financing channels, strengthen the supervision of production safety, give full play to the leading role of majia grapefruit leading enterprises, establish and perfect the brand system of majia grapefruit and improve the logistics and storage system, in order to provide some reference for the construction, promotion and marketing of the brand of majia grapefruit industrial cluster. Keywords: Agricultural products; Majia Grapefruit; brand value analysis; countermeasures农产品品牌价值分析——以广丰马家柚为例 3 目 录 摘要................................................................................................................ I Abstract................................................................................................................1 目 录...............................................................................................................3 第 1 章 绪 论...................................................................................................5 1.1 研究背景与意义....................................................................................5 1.2 国外研究综述........................................................................................7 1.3 研究内容与方法..................................................................................10 1.4 研究难点、重点与创新点..................................................................11 第 2 章 马家柚产业发展概况及现状分析.....................................................13 2.1 马家柚产业概况..................................................................................13 2.1 马家柚近年产销情况..........................................................................14 2.3 马家柚产业种植发展模式情况..........................................................15 2.4 马家柚的特色及其与其他主要品种的情况分析..............................16 2.5 马家柚与琯溪蜜柚产品及品牌建设、推广情况对比分析..............17 2.6 马家柚的品牌培育与品牌影响力情况..............................................19 第 3 章 影响马家柚农产品顾客忠诚度的关键因素分析.............................21 3.1 影响马家柚农产品顾客忠诚度的因素..............................................21 3.2 影响马家柚农产品顾客忠诚度因素的实证分析..............................21 3.2.1 假设提出...................................................................................21 3.2.2 模型构建...................................................................................22 3.2.3 问卷数据调查...........................................................................22 3.2.4 变量选取...................................................................................24 3.2.5 二项 Logistic 回归分析.........................................................24 3.2.6 结