【作者】 曹琳；

【导师】 孙日瑶；

【作者基本信息】 山东大学 ， 国民经济学， 2012， 博士

【摘要】 在消费者拥有充分选择权的市场经济条件下,农产品市场进入品牌竞争时代。我国是地理标志资源大国,地理标志产品品牌建设是我国农产品品牌战略的重要组成部分,对我国农业发展、农民增收、区域经济发展和区域品牌的建设都具有重要的经济意义和社会意义。然而地理标志商标并不能直接转变为能带来市场成功的品牌,在地理标志产业发展中存在着产量萎缩、弃用、假冒、品牌风险大、使用监管难等问题,只有克服这些问题地理标志产业才会获得市场成功。现有的研究虽然讨论了地理标志使用过程中出现的问题,但对于这些问题产生的原因及解决之道仍需要进一步的经济学研究。尚未解决的问题是：为什么有的地理标志能够获得市场成功而有的却失败了?地理标志产品可持续发展的条件是什么?地理标志产业发展中存在的问题都与品牌建设有关,需要从品牌经济学的角度对地理标志的品牌化机制和策略进行研究。本文在“选择成本分析范式”框架下,从影响和制约消费者选择行为的局限条件的分析入手来研究的,考察现实世界的问题。地理标志产业出现的种种问题和矛盾,其实质都是商标与品牌的冲突,可以归纳为以下三大矛盾：有商标无品牌的矛盾、产地保护与利润增长的矛盾、品牌规模经济与公共品牌风险的矛盾,对应的品牌经济研究领域为地理标志的品牌创建、品牌延伸、品牌管理问题,也就是地理标志的品牌化机制问题。只有克服这些问题地理标志产业才会获得市场成功,本研究围绕上述矛盾展开,以期解决地理标志产业发展的瓶颈问题,为地理标志使用人提供品牌建设的理论指导。本文共分为三个部分,第一部分包括导论和文献综述,在观察问题的基础上提出问题,并通过文献综述明确目前的重点与不足之处,为本文的研究提供借鉴,第二部分包括第三章到第七章,第三章首先从地理标志制度的属性分析出发,揭示地理标志制度固有的缺陷和进行品牌建设的必要性,为品牌化机制研究奠定基础,第四章通过地理标志产品的消费行为研究探讨品牌建设机制,解决现实中“有商标无品牌”的问题,第五章是地理标志产品传播的品牌联合机制与策略分析,研究现实中双品牌策略的使用问题,第六章是地理标志产品的品牌延伸机制与策略分析,研究现实中“地理标志产品的产量限制”问题,第七章是地理标志产品品牌化的制度基础分析,则对“分散生产与产品市场化的矛盾”、“公共品牌的监督提供”问题进行研究。第三部分是全文总结和展望。地理标志制度的经济分析。主要对地理标志的产地属性、地理标志认证的质量信号特点、地理标志的公共属性、地理标志产品概念的消费者认知特点等地理标志固有的制度特征进行分析,以揭示和分析：地理标志制度产生和演化的过程,地理标志能够带来溢价的原因和条件,地理标志制度固有的公共属性特点所带来的效率损失,地理标志制度的标识系统所固有的缺陷。地理标志产品的消费行为分析。主要对地理标志产品消费行为进行理论与实证研究,理论研究主要集中在三个重要问题上：一是作为非生活必需的地理标志产品怎样得到消费者稳定的选择,本章将针对两类不确定性进行研究,即：消费者对商品的品类需求不稳定性和购买实施的过程的不确定性；二是地理标志品牌影响消费者选择的机制,主要分析地理标志的减小选择成本的作用机制；三是怎样找到地理标志产品的最佳利益点,本章将通过产地与地理标志产品的特征映射分析,研究地理标志怎样建立消费者利益和产品功能之间的联系,为寻找地理标志产品的“最佳单一利益点”提供理论指导,研究地理标志怎样建立消费者利益和产品功能之间的联系,使其成为消费者的某个单一利益点的代表。地理标志产品传播的品牌联合机制与策略分析。主要分析地理标志产品传播的品牌联合机制与效应,并对地理标志产品的两种具体品牌联合策略,即双品牌策略和名人代言策略,进行具体分析,从品牌经济学的视角分析联合品牌的作用机制,品牌联合提高销量和价格的机制以及品牌策略成功的条件。地理标志产品的品牌延伸机制与策略分析。通过使用地理标志可以迅速提升产品的知名度和价格,但是由于地理标志的产量约束制约了地理标志产品的产业链规模和对区域经济增长的拉动程度,本章证明通过地理标志的品牌延伸策略,可以拓展地理标志产品的盈利空间,这一新的盈利能使其摆脱产量限制,使利润呈可持续增长。地理标志产品品牌化的制度基础分析。本章重点分析地理标志产品品牌化的制度基础,在品牌经济学选择成本的框架下讨论如下问题：一是在我国农产品分散生产的条件下,通过什么销售形式和品牌战略可以获得市场成功；二是地理标志产业集群企业之间怎样形成相互监督机制,以限制和杜绝群内的“造假”等败德行为。(1)在产地实行单品牌战略能够降低消费者的选择成本,增大产品需求,同时能够获得品牌建设规模效应,降低品牌建设成本提高品牌建设效率,在分散生产的条件下,通过采用单一品牌、统一销售模式可以获得市场成功。农村合作社等合作组织的作用不仅仅是降低农户的市场交易费用,更重要的是采取正确的品牌战略,进行统一的品牌建设,以减少消费者的选择成本。(2)地理标志产业集群企业之间由于共享地理标志品牌,形成紧密的品牌关联,在集群内企业充分认识到品牌联结机制并有效运用行业协会等制度的情况下,能够实现集群内部自律,限制和杜绝群内的“造假”等败德行为。本文的主要贡献在于：(1)通过经济分析揭示和分析地理标志制度产生和演化的过程,地理标志能够带来溢价的原因和条件,地理标志制度的标识系统所固有的缺陷。在研究中建立了地理标志质量信号传递模型、地理标志公共品牌模型,进行了地理标志标识系统与法律内涵的本体映射分析。(2)深入研究地理标志产品的消费行为问题：一是作为非生活必需的地理标志产品怎样得到消费者稳定的选择,二是地理标志品牌影响消费者选择的机制；三是怎样找到地理标志产品的最佳利益点。在研究中建立了非必需性农产品的品类需求模型、瞬时购买模型,在利益点分析中建立了从产地到消费者需求的特征映射模型。(3)丰富了既有的品牌经济学理论,在选择成本理论框架下建立了品牌联合、品牌延伸模型,对品牌传播和品牌延伸理论进行了进一步探讨,将该理论应用于地理标志产品中提出了相应的策略。(4)分析地理标志产品品牌化的制度基础,在品牌经济学选择成本的框架下讨论如下问题：一是在我国农产品分散生产的条件下,通过什么销售形式和品牌战略可以获得市场成功；二是地理标志产业集群企业之间怎样形成相互监督机制,以限制和杜绝群内的“造假”等败德行为。在研究中提出了品类内部选择成本的概念,建立了监督提供博弈模型、地理标志的品牌关联模型。更多还原

【Abstract】 Under the condition of market economy, consumers have the right to choose their favorite freely, and the agricultural products enter the era of brand competition. China is abundant in geographical indication resources, and the brand building of geographical indication products is an important part of China’s agricultural brand strategy which contributes greatly to China’s agricultural development, farmers’ income, regional brand and the regional economic development. In a word, the brand building of geographical indication products has important economic and social significance. However, the geographical indication can not be directly converted into the market success, and there are many problems in Geographical Indications industry, such as production shrinkage, abandonment, fabrication, brand risk, difficulty in the regulation. To gain market success, geographical indication products must overcome these problems. Although the existing research has discussed these problems, why and how to solute the problems is still required to further study from economic perspective. The unresolved problems are:Why some geographical indication products can get market successes while others fail? What are the conditions for sustainable development of the geographical indication (GI) products? The problems that exist in the geographical indication industry are all connected with brand construction, and it is necessary to study the brand mechanism and the strategy of GI products from the perspective of brand economics.In the framework of choice cost analysis paradigm, this paper starts the research from the analysis of the influence and restrict of consumer choice behavior of GI products to examine the real-world problems. The essence of problems and contradictions existing in GI industry is the conflicts of trademarks and brands, and can be grouped into the following three contradictions:contradictions between having a GI trademark and lacking a brand, contradictions between origin protection and profit growth, contradictions between scale brand economy of and public brands’risk, each corresponding the brand economy research area:brand construction, brand extension, brand management, say, the branding mechanism of geographical indications. This paper focuses on the contradictions above, and intends to solve the bottleneck problems of the GI industry and provide the theoretical guidance of brand building. This paper contains three parts. The first part consists of an introduction and document review which raises the problems on the basis of examination, and provides a reference for this study by finding the core and the inadequacies of present research. The second part consists of Chapter Ⅲ to Chapter Ⅶ. Chapter Ⅲ first analyzes the properties of the geographical indication system and reveals the inherent defects and the need for brand building of geographical indication system, so as to lay a foundation for studying branding mechanism. Chapter Ⅳ studies brand-building mechanism though GI products’ consumer behavior, to study the reality of "having GI trademark but not having a brand". Chapter Ⅴ focus on the analysis of co-mechanism and strategy in brand spread, and studies the use of dual-brand strategies in reality. Chapter Ⅵ studies the brand extension mechanism and the strategies of GI products, to discuss the restrictions of the GI product output. Chapter Ⅶ analyses the institutional basis of GI brand, such as the contradictions between decentralized production and market-orientation, public supervision of the brand. The third part is the summary and outlook of the research.Economic analysis of the GI system. This part analyzes the properties of the geographical indication system to reveal the inherent characteristics of geographical indication system, such as:the origin attribute of GI products, quality signal of the GI certification, the public property of GI, consumer awareness features of GI concept. Through analyzing the system characteristics to reveal:the generation and evolution process of the geographical indication system, the reasons and conditions for a premium of geographical indications, loss of efficiency brought by the inherent public property characteristics of the geographical indication system, the inherent flaws in the identification system of geographical indications system.Consumers’ behavior analysis of GI Products. This part includes theoretical research and empirical research, and theoretical studies focus on three important issues. Firstly, as products of non-necessities of life, how can GI products get consumers’ stable choice? This chapter studies two types of uncertainty:the uncertainty of the consumers’ goods category demand and the uncertainty in the consumers’ purchase process. Secondly, the mechanism of GI brands’ influence on consumers’ choice. This part mainly analyzes the mechanism of GI’s reducing the selection cost. Thirdly, it is about how to find the best interest point of the GI brand. This chapter will map the characteristics of origin and GI products to study how geographical indications establish the link between the interests of consumers and product features, and provide theoretical guidance for finding the best single interest point of the GI, and study how to build the link between the interests of consumers and the product features, getting it to be a single interest point representatives of the consumers.Mechanism and Strategies analysis of brand spread in co-brand GI products. This part studies the co-branding mechanism and effect, and analyzes two specific GI products’ co-branding strategies:the dual-brand strategy and the celebrity endorsement strategy. From the perspective of Brand Economics, it probes into the effecting mechanism, the co-branding enhancing the sale scale and the price, and the GI success conditions.Analysis on brand extension mechanism and strategies of GI products. GI products output constraints the product chain scale and the pulling influence on the regional economic growth though GI can promotes products’ popularity and price. This chapter proves that brand extension strategies can explore the profit space, which in turn can break through the output restriction and get sustainable profit growth.Analysis on the institutional basis of GI brand. This chapter focuses on the institutional basis of geographical indication products, discusses the following questions in the framework of the choice cost of brand economics. First, under the conditions of decentralized production of agricultural products, through what forms of marketing and brand strategy to can GI gain market success? Secondly, how can enterprises in industry clusters set up mutual monitoring mechanism to limit and eliminate moral hazards such as "fraud" within the group.(1) A single-brand strategy to reduce the cost of consumer choice, increase product demand in origin, attain the economies of scale, reduce the cost, improve the efficiency in brand building. Under the conditions of decentralized production, market success can be achieved through the use of a single brand, a unified sale model. The role of rural cooperatives and cooperative organizations not only reduce market transaction costs, but also take the right brand strategy, building unified brands, thus reducing the cost of consumer choice.(2) Enterprises in Geographical Indication industry clusters, due to sharing joint geographical indication brands, can form the tight brand association, fulfill the internal self-discipline, and limit and eliminate such moral hazard as "false" on condition that they are fully aware of the brand coupling mechanism and exert the industry association system effectively.The main contributions of this dissertation are:(1) Through economic analysis of the defects inherent in the identification system to reveal and analyze the process of generation and evolution of geographical indications system, causes and conditions of the premium brought by the geographical indications and the inherent defects in it. The study has set up geographical indications’ quality signaling model, the geographical indications’ public brand model, and made the mapping analysis of identification system and legal connotations of geographical indications.(2) In-depth study of the consumer behavior of the geographical indication products:First, how to get a stable consumer choice as the product of non-necessities of life? Second, the mechanism of geographical indication brands’ influence on consumers’ choice and, Third, how to find the best interest point of GI. In the study, the category of non-essential agricultural production demand model and instantaneous purchase model are established, and the mapping model on the feature from origin to consumer demand is also employed in the analyzing the interest points.(3) Enrichment of the existing theory of brand economics. Co-branding and brand extension models are established in theoretical framework of selection costs. Brand communication theory and brand extension theory are further explored and applied to supplying corresponding strategy for GI products.(4)Analysis of the institutional basis of geographical indication products. In the framework of the selection cost theory of the brand economics, it has discussed such questions as the following:First, under the conditions of decentralized production of agricultural products, through what forms of marketing and brand strategy to can GI gain market success? Secondly, how can enterprises in industry clusters set up mutual monitoring mechanism to limit and eliminate moral hazards such as "fraud" within the group. The research has put forward the concept of category internal selection costs and established a monitoring game model and a GI brand association model.更多还原