品牌忠诚度驱动因素视域下绍兴二都杨梅发展路径实证研究

An Empirical Study on the Development Path of Shaoxing Erdu Bayberry from the Perspective of Brand Loyalty Drivers

摘要: 浙江省作为中国杨梅主产区，2025年种植面积达130万亩，总产量预计74万吨，仙居杨梅和余姚杨梅依托品牌优势在浙江省占据主导地位。反观绍兴上虞二都杨梅，虽拥有“全国农产品地理标志”认证，但2024年总销售额仅300余万元，品牌溢价能力不足，且存在品牌形象不统一、跨区域知名度低等问题。学术研究亦存在断层，没有进行过关于二都杨梅的品牌忠诚度的量化研究。为了解决二都杨梅产业的瓶颈、探索区域农产品品牌的升级路径，本研究以二都杨梅品牌忠诚度为驱动力进行实证调查，结合绍兴上虞二都杨梅产业实际，整合问卷数据与访谈结论，最终形成品牌提升策略。

Abstract: Zhejiang Province is a major bayberry-producing area in China, with a planting area of 1.3 million mu and an estimated total output of 740,000 tons in 2025. Xianju Bayberry and Yuyao Bayberry occupy a dominant position in Zhejiang Province, relying on their brand advantages. In contrast, although Shaoxing Shangyu Erdu Bayberry has obtained the certification of “National Agricultural Product Geographical Indication”, its total sales volume in 2024 was only over 3 million yuan, with insufficient brand premium capacity, and there were problems such as inconsistent brand image and low cross-regional visibility. There is also a gap in academic research, as no quantitative research on the brand loyalty of Erdu Bayberry has been conducted. To solve the bottlenecks of the Erdu Bayberry industry and explore the upgrading path of regional agricultural product brands, this study conducts an empirical survey with the brand loyalty of Erdu Bayberry as the driving force, integrates questionnaire data and interview conclusions in combination with the actual situation of the Shaoxing Shangyu Erdu Bayberry industry, and finally formulates brand promotion strategies.