摘要
农产品区域品牌建设对推进农业高质量发展、促进农业产业升级与区域经济发展具有重要意义。“嘉田四季”是2018年嘉兴市人民政府打造的农产品区域公用品牌,致力于成为嘉兴市“新鲜安全质优食材提供者”“城市餐饮消费文化引领者”和“都市生态农业发展推动者”。为了解“嘉田四季”品牌建设经验,基于品牌的理论基础提出了“嘉田四季”品牌建设分析思路,一方面,从品牌主体角度了解嘉兴农产品区域品牌“嘉田四季”建设概况;另一方面,通过调研从农业生产者和消费者视角分析“嘉田四季”区域品牌建设现状,调查发现“嘉田四季”品牌建设存在品牌知名度不足、公私品牌合作紧密度不高、销售渠道狭窄等问题。据此,提出了打造一支专业的运营队伍、建立线上线下全链路营销、深化公私品牌紧密合作、布局全渠道零售等优化建议。
Regional brand building of agricultural products is of great significance for promoting high-quality agricultural development,promoting agricultural industry upgrading,and regional economic development.“Jiatian Four Seasons”is a regional public brand for agricultural products created by Jiaxing Municipal People’s Government in 2018.It has licensed 65 enterprises(organizations)and 418 agricultural products,including Wufangzhai and Jiaxincai,to use brand logos.The article analyzed the general situation of the construction of the regional brand“Jiatian Four Seasons”,and investigate the current situation of the regional brand construction of“Jiatian Four Seasons”,analyzed the problems existing in the regional brand construction of“Jiatian Four Seasons”:insufficient brand awareness,low degree of public-private brand cooperation,narrow sales channels,and other issues.Based on this,it proposes to build a professional operating team,establish online and offline full link marketing deepen close cooperation between public and private brands,layout omnichannel retail,and other optimization suggestions.
作者
胡小玲
HU Xiaoling(Tongji Zhejiang College,314000,Jiaxing,Zhejiang,PRC)
出处
《江西科学》
2023年第4期808-813,共6页
Jiangxi Science
基金
2022年嘉兴市哲学社会科学规划入围课题项目(20221206)。
关键词
嘉田四季
区域品牌
品牌建设
Jiatian Four Seasons
regional brand
brand construction
