摘要
针对当前食用菌行业存在忽视品牌效应重要性,缺乏正确消费引导;市场整合度不足,无法形成合力和品牌效应;品牌传播效率低,地域局限性明显等问题。利用大众传媒覆盖区域广、高时效性、形式多样与专业性强等优势,通过丰富食用菌行业品牌传播形式,提高品牌传播效果,引导食用菌行业品牌传播导向,监督品牌规范等方面提升食用菌行业品牌效应。
In view of the importance of brand effect and the lack of correct consumption guidance in edible fungi industry. The market integration degree is insufficient, can’t form the resultant force and the brand effect;Brand transmission efficiency is low,geographical limitations obvious problems, such as using mass media wide coverage, high timeliness, forms and strong professional advantages, through the rich edible fungi industry brand communication form, improve the effect of brand communication, guide the edible fungi industry brand media guide, supervise brand specification aspects such as edible fungi industry brand effect.
作者
刘喜梅
潘立军
LIU Xi-mei;PAN Li-jun(Management Department,Hunan Institute of Engineering,Xiangtan 411104,China)
出处
《中国食用菌》
北大核心
2020年第1期96-98,共3页
Edible Fungi of China
基金
湖南省双一流应用特色学科工商管理资助课题(湘教通[2018] 469号)
