基于SEM的中药材品牌价值提升研究

——以蠡县麻山药为例

打开文本图片集

关键词蠡县麻山药；中药材品牌;品牌价值提升；影响因素；结构方程模型

中图分类号F327文献标识码A

文章编号 0517-6611（2026）01-0207-07

doi：10.3969/j. issn. 0517-6611. 2026.01. 040

开放科学（资源服务）标识码（OSID）：

Research on the Promotion of Brand Value of Traditonal Chinese Medicinal Materials Based on SEM—Taking Lixian Ma Yam a an Example

SHIZong-yue，ZHENGChen-lu，WANGBin（1.Collgeofconomicsandanagement，HebeiAgriculturalUniversityaoding，H bei O71Ooo；2.Hebei Agricultural Project Monitoring Center，Shijiazhuang，Hebei ）

AbstractTraditioalCneseedicialmaterialsrandsareanimporantsignofoderagriculturaldvelopent，asellasapornt embodimentofteualityandeputatioofradioalCnesemedicinalateralseplayaucialroleinpromotingralvialin andaceleratingthemoderzationofagricultureanduralaeasisarticleussmethodssuchasliteraturereviendempiricalaalyis， basedon10consumersurveydatainHbeiProvince，toempiricallaalyzethefctorsifluencing thevalueenancementofLixianMayam medicinalbrandiLixianCountyusingastructuralquatiomodel.ersutsinicatetatfunctioalvaluendsocialvalueaveaositie impactobranduaityrandcommunicationandbandidentySocialvalueandbandidentityhaveapositiveimpactonbandalue hancement.TheimpactoffunctionalvaluebrandqualityndbrandcomunicationonbrandvalueehancementisnotsignificantBand qualitybrandomuicationdbadidtyiatigoletwnfutioalaluocialaluendandaluet Consumersatisfactioasamoderatingtonteipactofcustomer-perceivedvalueonbrandvalueeancementasedoistharti cle proposs specificsugestiosschasstrenghingbrandqualityanageentmprovingaersalessicelevelsxpandingbadomunication channels，and promoting the development of characteristic brands.

KeywordsLixianMayam;Chinese medicinal herbsbrand;Brandvalueenancement;Influence factor;Structuralequationmodel

品牌是农业核心竞争力的综合体现，是农业强国的重要标志。（剩余8661字）