地方具有歴史、文化與庶民生活之特性，故具識別與單ー性等品牌效益。雖然地方品牌已實際應用於農産品行銷，但以地方品牌行銷本土農産品之效用與執行策略仍缺乏相關研究。本研究以花蓮地區所生産之有機米為例，探討以地方品牌行銷國產農產品之可行性。本研究透過問卷調查，經由簡單隨機選取四個行政區為抽樣區域後，於每ー抽樣區域立意選取有機專賣通路進行抽樣，共得有效問卷404份。經由典型相關分析顯示，農產品產區之地方意象與其農產品品牌權益呈現正相關，兩者之典型相關係數達0.559；意即農產品產區之地方意象對其農產品品牌權益之可解釋變異量高達31.2%。複迴歸分析結果進一步顯示地方的產業意象與情感意象是影響其農產品品牌權益的主要區域性因素。整體研究結果顯示運用地方品牌行銷本土農產品之可行性。

Place reveals the characteristics of history, culture and residents1 living, and thus is as distinguishable and unique as a brand. Place branding has been empirically applied in the marketing of agricultural products, but the efficiency and the operation strategy for applying place branding to market domestic agricultural products has been ignored from the academic research. With the case of organic rice produced from Hualien region, this study was intended to evaluate the feasibility of applying place branding to market domestic agriculture products. By a consumer survey, 404 valid questionnaires were gained with a sampling strategy that four administration regions were selected randomly and then specialty stores for organic foods were selected purposely from each selected administration region. The statistical results of canonical correlation analysis revealed that the place image of the agriculture production region was positively related to the brand equality of its agricultural products, with a canonical correlation coefficient of 0.559 between these two variables, i.e. the place image explained 31.2% of the variance of the brand equality for the agriculture products. The statistical results of multiple regression analysis revealed that local industrial image and emotional image were the main factors of a place image that influences the brand equality of the agricultural products. In sum, the study results support the practicality of promoting domestic local agriculture products with place branding.