摘要
农产品作为日常消费品，与人们的生活密切相关。随着供不应求的短缺时代的结束，农产品的销售难问题也日益突出。因此，发展农产品品牌是顺应市场导向变化、应对国内外竞争、迎合居民消费新需求的重要措施，也是优化农业产业结构、实现农业增效和农民增收，促进社会主义新农村建设和全面建设小康社会的重要途径。有别于当下对于农产品品牌的研究主要从管理学、营销学、农业经济学等角度进行的现状，主要立足于传播学，辅以营销学、广告学理论，探讨大连农产品品牌的塑造和传播现状，结合大连当地的实际情况，提出适合大连农产品品牌塑造和传播的策略。
Agricultural products are daily consumer goods and are closely related to people＇s lives. With the end of the era in short supply shortage, the agricultural products sale problems become increasingly prominent. Therefore, the development of agricultural products brand is an important measure to adapt to market changes, to response to the competition in home and abroad, and to meet the new demands of the consumer. It is also an important way to optimize agriculture industrial structure, increase agricultural efficiency and farmer＇s income and to promote the building of new socialist countryside and the comprehensive construction well--off society. This research mainly based on communication, supplemented by marketing and advertising theory, which is different from those researches that based on management and agricultural economics. This paper studied the present situation of agricultural product brands in Dalian, and proposed some brand building and communication strategy for agricultural product brands combined with the local actual situation of Dalian.
出处
《绿色科技》
2010年第5期80-84,共5页
Journal of Green Science and Technology
关键词
品牌
农产品品牌
品牌传播
大连
传播策略
brand
agricultural product brand
brand communication
Dalian
communication strategy
