【摘要】 随着我国农业与农机工业的不断发展,农机市场竞争日益激烈,农机企业需要从消费者角度对农机购买行为进行分析,以便明确自身定位和提高企业的核心竞争力。为此,以品牌资产引擎模型为基础,根据对消费者问卷调查的结果,总结了国内市场上农机购买和使用现状,并着重分析了国内市场上15主要个农机品牌的品牌资产状况。更多还原

【Abstract】 With the rapid development of agriculture and facing the increasingly intense competition in home agricultural machinery market, enterprises need to evaluate brand equity in order to position themselves. Based on the investigation of consumers, the research adopts the concept of brand equity engine to analyze consumer purchasing behavior and the brand equity of 15 agricultural machinery brands in home market.更多还原