大汾锦鲤区域品牌形象塑造的策略研究——基于品牌形象、品牌信任与地方依恋的整合分析框架

Abstract

Regional public brands are an important institutional arrangement through which distinctive agricultural products escape homogeneous competition and capture added value. Taking the koi industry of Dafen Community, Wanjiang Subdistrict, Dongguan as a single case, this study draws on secondary materials, including official information, industry literature and related empirical studies. Integrating customer-based brand equity theory, the information-economics classification of goods, brand trust theory, place attachment theory and collective reputation theory, it builds an S-O-R framework linking regional brand image, trust and attachment as mediators, and purchase intention, and puts forward five research propositions. The findings show that Dafen koi has established a branding foundation supported by the "China Colorful Koi" variety innovation, the "company + farmers" organizational model and the provincial endorsement as a "Guangdong Famous Koi Origin". However, four structural shortcomings remain: an imbalanced image structure, an incomplete trust mechanism, insufficient reach to end consumers, and under-exploited place-related emotional value. These stem from information asymmetry in live-animal transactions and the public-good nature of collective reputation. Accordingly, five strategic paths are proposed, covering functional image, cultural narrative and visual identity, trust reconstruction, place attachment, and multi-stakeholder coordination, together with a phased implementation plan. 区域公用品牌是特色农产品破解同质化竞争、实现价值增值的重要制度安排。以东莞市万江街道大汾社区锦鲤产业为案例，本文采用单案例研究方法，基于政府公开信息、行业文献与相关实证研究等二手资料，综合顾客基础品牌资产理论、信息经济学的商品属性理论、品牌信任理论、地方依恋理论与集体声誉理论，构建“区域品牌形象—信任与情感中介—购买意愿”的S-O-R整合分析框架，并提出五项研究命题。研究发现：大汾锦鲤已形成以“中国彩鲤”品种创新、“公司+农户”组织模式和“广东驰名锦鲤产地”权威背书为支撑的品牌化基础，但仍存在形象维度结构失衡、信任机制不健全、终端传播触达不足、地方情感价值转化不足四类结构性短板，其共同根源在于活体交易的信息不对称与区域公用品牌集体声誉的公共品属性。据此，本文从功能性形象夯实、文化叙事与视觉识别、信任机制重构、地方依恋深化和多元主体协同五个层面提出优化路径，并给出分阶段实施安排。研究可为观赏鱼等高附加值新兴品类的区域品牌建设提供理论参考与实践启示。