摘要
随着消费层次升级和健康理念的变化,消费者品牌意识不断增强,农产品品牌安全问题成为消费者关注的焦点。面对假冒伪劣品牌对农产品品牌市场的非竞争性冲击,农产品企业仅依靠常规性品牌管理策略已举步维艰,品牌保护策略是破解品牌侵权等难题的关键。本文从农产品品牌特征、内涵出发,解析农产品企业在品牌保护上的现状、困境和成因;从战略品牌管理、法律保护、战略联合保护网络和品牌管理策略等方面,提出了完善农产品品牌保护的思路和对策。
Along with the consumption level and the concept of health changes,the consumer brand awareness increasing,the agricultural product brand security issues become the focus of attention of the consumer.In the face of fake brand has non-competitive impacts on the brand of agricultural product market,agricultural enterprises rely on conventional brand management strategy have been difficult,brand protection strategy is to crack the puzzle of brand infringement.This article from the agricultural product brand characteristics,connotation,analysis of agricultural product enterprises in the brand protection situation,predicament and origin;from strategic brand management,legal protection,strategic joint protection network and brand management strategies,ideas and measures to improve agricultural brand protection.
出处
《江苏商论》
2012年第11期3-5,10,共4页
Jiangsu Commercial Forum
基金
石河子大学博士后流动站项目
石河子大学高层次人才科研启动项目:兵团垦区农业产业化企业品牌化效应
驱动因素及路径选择(RCSX201003)
关键词
农产品
品牌
保护策略
agricultural products
brand
protection strategy
