摘要
在经济日益全球化的背景下,林产品企业营销中的竞争实际上是品牌之间的竞争,我国林产品的销售需要利用差异化来寻找不同的消费群体,塑造林产品自身品牌也就成为当下营销策略中最具操作价值的杠杆支点。论述了我国林产品品牌营销策略发展现状,分析了消费者在林产品品牌营销中遇到的问题,并对当前品牌营销策略对消费者购买意愿的影响进行分析,为我国林产品在二级销售市场的品牌营销提供一定参考。
Under the background of the increasingly globalized economy, the competition in the marketing of forest products enterprises is actually the competition among brands. The sales of forest products in China need to find different consumer groups by using differentiation, and shaping the brand of forest products has become the most valuable lever fulcrum in the current marketing strategy. The development status of brand marketing strategy of forest products in China was demonstrated, the problems consumers encountered in brand marketing of forest products were analyzed, and the influence of current brand marketing strategy on consumers’ buying intention was analyzed, so as to provide some references for brand marketing of forest products in the secondary sales market of China.
作者
范金城
FAN Jin-cheng(Nanchang Institute of Technology,Nanchang 330044,China)
出处
《林产工业》
北大核心
2019年第11期106-108,共3页
China Forest Products Industry
基金
国家级林业科技成果推广项目[2018]04号
关键词
林产品
木材
品牌营销
品牌信任
细木工板
Forest products
Wood
Brand marketing
Brand trust
Block board
