摘要
在相关文献的基础上,围绕农产品的区域品牌展开研究,通过对农产品区域品牌"伞品牌"与"个别品牌"进行定义,具体分析二者之间的互动关系,从而探讨农产品区域品牌中伞品牌的覆盖效应,以及品牌伞下子品牌对其的影响。以"凤桥水蜜桃"区域品牌的发展为例,通过实例分析进一步提出通过建立伞品牌与个别品牌的互动机制,更好地发展农产品区域品牌的策略。
On the basis of relevant literature, the agricultural products regional brand was studied. Through defining ＂umbrella brand＂ and ＂in- dividual brand＂, the interaction between them was analyzed in detail. The covering effect of ＂umbrella brand＂ was explored. Taking Fengqiao honey peach regional brand development as example, by case analysis, it was pointed out that through establishing interaction mechanism between ＂umbrella brand＂ and ＂individual brand＂ to promote development of agricultural products regional brand.
出处
《安徽农业科学》
CAS
2015年第13期282-286,共5页
Journal of Anhui Agricultural Sciences
关键词
伞品牌
个别品牌
互动机制
农产品区域品牌
The umbrella brand
Individual brand
Interaction mechanism
Agricultural products regional brand
