中文摘要：

农产品区域品牌已成为国际知名农产品品牌发展重要手段。利用农产品区域品牌解决农产品卖难问题,国内还少有人研究。建立品牌知名度、品牌原产地、品牌溢价和购买环境等品牌经营优势影响消费者购买意愿模型,基于北京市实地调研,发放回收问卷并利用SPSS18.0和AMOS17.0进行数据分析和验证模型。结果表明：农产品区域品牌是一种更优的制度设计;品牌知名度和品牌原产地正相关且均正向显著影响消费购买意愿,适度品牌溢价正向显著影响消费购买意愿,品牌购买环境正向显著影响消费购买意愿。

英文摘要：

Agricultural product regional brand becomes to the main method for the international well-known agricultural product brand development. Using the agricultural products regional brand advantage to solve the sell difficult is still very few been studied. Building the model of brand awareness, brand origin, brand premium and purchasing environment etc agricultural products regional brand advantage impact purchase intention, based investigation and questionnaire in Beijing, use SPSS18.0 and AMOS17.0 to analyze data and verify the model. The results show agricultural product regional brand is a better system, brand awareness, brand origin and moderate brand premium have positive significant impact on purchase intention, and purchasing environment has significant effects on purchase intention.