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为验证政府评定名牌产品的合理性,本文以山东省名牌产品(白酒)为例进行了13个地级市的市场调查,对山东名牌白酒的知名度、购买比率、美誉度,消费者认可的山东名牌白酒数量和品牌进行了统计分析,认为已被认定的山东省名牌白酒的数量明显偏多,一些山东名牌白酒的知名度和美誉度还很低,建议政府在名牌产品评定中加大市场评价的比重,以增强政府认定名牌产品的权威性,更好地发挥名牌战略推动经济发展的作用。
In order to verify the rationality of the government appraisal of brand-name products, this paper takes the market research of 13 prefecture-level cities in Shandong Province as an example, and analyzes the brand awareness, purchase rate, reputation, Shandong-approved Shandong The number of brand-name liquor and brand were analyzed. It is considered that the quantity of brand-name liquor in Shandong Province was obviously too much. The popularity and reputation of some brand-name liquor in Shandong are still very low. It is suggested that the government should increase market evaluation in brand-name product evaluation So as to enhance the authority of the government in identifying brand-name products and better exert the role of brand-name strategy in promoting economic development.