摘要
本研究以目前国内农产品区域公用品牌建设中应用广泛的母子品牌模式为对象,分析其运作中存在的缺乏品牌定位与战略目标、战略缺乏可行性等误区,并针对这些误区提出相应对策。同时将目前农产品区域公用品牌其他常用模式如公用品牌模式与私有品牌模式与母子品牌模式进行对比分析,提出了较为合适的农产品区域公用品牌模式选择策略,以期对后期的农产品区域公用品牌建设有所帮助。
The mother-child brand mode widely applied in the regional public brand construction of domestic agricultural products was chosen as the research object,and its operation misunderstandings and strategies were analyzed in the study.It was indicated that the misunderstandings such as the lack of brand positioning,strategic objective and strategic feasibility existed in the operation,and the corresponding countermeasures were proposed.At the same time,the current common modes,including the public brand mode,the private brand mode and the mother-child brand mode,in the construction of the regional public brand of agricultural products were compared and analyzed.Moreover,the current suitable selection strategies were put forward in order to help the regional public brand building of agricultural products in later period.
作者
崔冠云
李玫瑰
张玉玲
徐明国
高海钦
杨帅
Cui Guanyun;li Meigui;Zhang Yuling;Xu Mingguo;Gao Haiqin;Yang Shuai(Yantai Institute of China Agricultural University,Yantai 264670,China;Laoshan District Bureau of Agriculture and Rural Affairs of Qingdao City,Qingdao 266061,China)
出处
《山东农业科学》
2020年第7期161-165,共5页
Shandong Agricultural Sciences
基金
2019年文登苹果品牌发展规划项目(H201901)
中国农业大学URP项目(U20193079)。
关键词
农产品区域公用品牌
母子品牌模式
运作误区
构建策略
Regional public brand of agricultural products
Mother-child brand mode
Operation misunderstandings
Construction strategies
