摘要
农业是生产之基础。我国作为一个农业大国,农产品是满足内需、扩大出口的重要物质生产资料。但是,目前我国的农产品市场还未完全形成系统的品牌体系,多数都是作为日常的食用物品出售。作为要在未来的20—30年间成为世界强国的中国,将农产品纳入国家品牌计划可以说是一个不容忽视的提案。在构建农产品品牌体系的过程中,蕴含着诸多策略性的内容,选择最适当的策略有助于打造优质的农产品品牌形象,进一步带来国内农业市场的稳定和农产品交易量的提升。聚焦农产品品牌传播策略的探究,寻找提升农产品品牌形象,促进其销售量增长的方法,借此为我国的农产品品牌建设贡献力量。
Agriculture is the basis of production.As a large agricultural country,China's agricultural products are an important means of material production to meet domestic demand and expand exports.However,at present,China's agricultural product market has not yet formed a systematic brand system,and most of them are sold as daily food items.As China,which will become a world power in the next 20 to 30 years,the inclusion of agricultural products in the national brand plan can be said to be a proposal that cannot be ignored.There are many strategic contents in the process of constructing the agricultural product brand system.Choosing the most appropriate strategy will help to create a high-quality agricultural product brand image,and further bring stability to the domestic agricultural market and increase agricultural product transaction volume.This article focused on the exploration of agricultural product brand communication strategies,and found ways to improve the brand image of agricultural products and promote their sales growth,thereby contributing a little to the construction of agricultural product brands in China.
作者
韩逸美
HAN Yimei(School of Journalism and Communication,Shanghai University,Shanghai 200040,China)
出处
《农产品加工》
2020年第9期88-90,共3页
Farm Products Processing
关键词
农业
农产品
品牌建设
品牌传播
agriculture
agricultural products
brand building
brand communication
