论文总字数：26104字

摘 要

近年来，随着人民生活水平的不断提高，消费者的品牌意识不断加强，对于农产品品牌的要求也越来越高，而农产品质量安全事件时有发生，导致农产品品牌信任危机频发。因此，研究质量安全角度对农产品的品牌信任的影响，具有重要的理论价值和实践意义。

本文以农产品为研究对象，运用统计调查的方法，重点围绕质量安全对农产品品牌信任的影响因素进行分析，进而提出提高品牌信任的相关建议。主要研究内容如下：

首先，介绍了农产品品牌的研究背景、研究意义、研究内容分别进行了介绍。

其次，介绍了品牌的基础理论及其界定、品牌的发展现状。将可能影响农产品品牌信任的因素划分为农产品质量标志、品牌声誉、监管制度、品牌知名度、可追溯制度，建立农产品品牌信任的概念模型。进而运用统计分析的方法，研究以上因素对农产品品牌信任的影响。分析结果表明，农产品质量标志、品牌声誉、监管制度、品牌知名度、可追溯制度对农产品品牌信任的影响效果显著。

最后，基于统计分析结果，提出了增强农产品品牌信任的相关建议。

关键词：农产品品牌 质量安全 品牌信任 品质信任

A Study on Influences of Quality and Safety of

Agricultural Products on Brand Trust

ABSTRACT

In recent years, with the improvement of people’s living standard and enhancement of consumer’s brand awareness, consumer’s requirements towards agricultural products brand become increasingly high. However, growing incidence of quality and safety of agricultural products has repeatedly caused crises of quality and safety of agricultural products. Therefore, the study on influences of quality and safety of agricultural products on brand trust is valuable theoretically and practically.

This thesis takes agricultural products as the research object, uses the methods of statistical investigation, puts emphasis on the analysis of factors which influence brand trust due to the variation of quality and safety of agricultural products, and then brings up some suggestions on how to improve brand trust. The main research contents are as follows:

First of all, this thesis introduces the research background, research significance and research contents of brand trust respectively.

Next, this paper gives an introduction to basic theory, definition and developing status of brand. Possible factors may influence brand trust of agricultural products have been classified as quality mark of agricultural products, brand reputation, supervisory system, brand awareness and traceability system. Consequently, conceptual model of brand trust of agricultural products will be established. And then, methods of statistical investigation would be employed to analyze the effects of above factors on the brand trust of agricultural products.

The analysis shows that quality mark of agricultural products, brand reputation, supervisory system, brand awareness and traceability have obvious influence on brand trust of agricultural products.

At last, based on the statistical analysis result, this thesis puts forwards suggestions on the improvement measures of brand trust of agricultural products.

Key Words: agricultural products brand;quality and safety;brand trust;quality trust

目 录

摘 要 I

ABSTRACT II

第一章 绪论 1

1.1 论文研究背景 1

1.2 论文研究意义 2

1.3论文的研究内容 3

1.4 论文研究框架 4

第二章 农产品品牌概述及研究现状 6

2.1农产品品牌概述 6

2.2 农产品品牌信任的研究现状 7

2.3农产品质量安全与品牌信任的关系 9

第三章 农产品品牌信任的现状分析 11

3.1农产品品牌信任的发展现状 11

3.2农产品品牌信任因素的分类 12

第四章 农产品品牌信任的影响分析结果 14

4.1调查问卷的设计 14

4.2问卷回收与分析 16

4.2.1 样本人口统计特征分析 16

4.2.2 消费者的消费特征分析 17

4.2.3 消费者的购买行为分析 18

4.2.4消费者品牌信任的影响因素分析 20

4.3农产品品牌信任影响因素的验证 23

4.4增强农产品品牌信任的建议 24

4.5小结 25

第五章 结论与展望 26

附录一 28

参考文献 34

致谢 37

绪论

1.1 论文研究背景

随着社会的不断发展，人们的思想也在不断进步，品牌意识也在不断加强。人们对品牌的要求已经不再仅仅停留在过去的家电等商品上，优秀的农产品品牌也开始渐渐进入人们的视野。我国中央在2013年颁布的“一号文件”明确指出要增加扶持农业产业化资金，支持龙头企业建设并培育品牌。同年12月习近平总书记在中央农村工作会议上也强调培育品牌来保障人们对食品质量安全的信心。

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