乡村振兴与消费升级双背景下区域农产品品牌竞争力提升路径研究——基于响水庄园大米的SEM模型实证分析

Study on the Promotion Path of Regional Agricultural Product Brand Competitiveness under the Dual Backgrounds of Rural Revitalization and Consumption Upgrading—An Empirical Analysis Based on the SEM Model of Xiangshui Manor Rice

摘要: 本研究分析了响水庄园大米品牌，结合乡村振兴和消费升级背景。研究团队运用定量和定性方法，全面理解其市场定位和策略。通过分层配额抽样，收集了1026份有效问卷，并通过深度访谈了解消费者对品牌的感受和评价。在数据分析方面，我们采用了结构方程模型(SEM)等先进的统计技术，对收集到的数据进行了深入的分析和解读。这些技术帮助我们构建了关于响水大米品牌认知和市场竞争的模型，从而更准确地识别出响水大米在市场中的优势和不足。研究发现，尽管响水大米在特定区域享有较高的市场份额(达到11.66%)，但其在全国范围内的知名度却相对较低，仅为23%。这一发现提示我们，响水大米要想在激烈的市场竞争中脱颖而出，就必须采取创新的营销策略和产品开发思路。本研究为响水庄园大米品牌推广提供分析和建议，同时为传统农业品牌转型提供参考。提出“数据驱动 + 场景创新”方法论，助力农业品牌理解市场和消费者，制定精准营销策略。期望助力东北地区及全国农业产业升级和乡村振兴。

Abstract: This study conducts an in-depth analysis of the Perfume Manor rice brand against the backdrop of rural revitalization and consumption upgrading. The research team employed a combination of quantitative and qualitative research methods to comprehensively analyze the brand’s market positioning and strategies. Using stratified quota sampling techniques, a total of 1026 valid questionnaires were collected, while in-depth interviews were conducted to explore consumers’ perceptions and evaluations of the brand. For data analysis, advanced statistical techniques such as Structural Equation Modeling (SEM) were utilized to conduct in-depth analysis and interpretation of the collected data. These techniques enabled the construction of models for brand awareness and market competition of Xiangshui rice, thereby more accurately identifying its strengths and weaknesses in the market. The findings reveal that although Xiangshui rice enjoys a relatively high market share (reaching 11.66%) in specific regions, its nationwide brand awareness remains relatively low at just 23%. This finding indicates that Xiangshui rice must leverage innovative marketing strategies and product development upgrades to stand out with differentiated advantages in fierce market competition. This study provides analysis and recommendations for the promotion of the Xiangshui Manor rice brand while offering insights for the transformation of traditional agricultural brands. A “data-driven + scenario innovation” methodology is proposed to help agricultural brands better understand the market and consumers, enabling the formulation of precise marketing strategies. The study aims to contribute to the industrial upgrading of agriculture and rural revitalization in Northeast China and nationwide.