摘要
建设良好的农产品品牌是我国"三化同步"中的一项重要环节,如何更有效地开展农产品品牌创建是政府和业界关注的焦点。然而目前国内农产品品牌建设普遍存在宣传意识淡薄,推广方式不正确等问题,导致国内大部分农产品竞争能力不强,利润空间低,形成"卖难"的局面。本文以"陆个壹"系列农产品为典型代表,针对其农产品品牌建设中存在的主要问题进行分析,并提出了解决农产品品牌建设的思路。
It is one of the essential steps of ＂Three Modernization＂ strategy in the agricultural industry to set up a popular agricultural product brand. It is the focus of the government and industry＇s concern on how to build an agricultural brand more effectively. At present, however, owing to weak sense of advertising and incorrect promoting methods in the process of domestic agricultural product brand building, most domestic agricultural products have weak competence capacities, with a narrow profit margin, formed the ＂sell difficult＂ .situation finally. This paper takes the brand ＂Liu Ge Yi＂ as an example, focuses on the main problems existing during its brand development and make settlement proposals on the set-up of agricultural product brands
出处
《中国渔业经济》
2012年第1期128-131,共4页
Chinese Fisheries Economics
基金
华中农业大学校级课题基金项目"农产品品牌形象推广研究"(WF2010005)资助
关键词
农产品品牌
品牌传播
品牌建设
agricultural product brand
branding advertising
brand building
