论农产品品牌文化的塑造与传播——以“陕西苹果”为例

On Modeling and Disseminating Brand Culture of Agricultural Product——Taking "Shaanxi Apple"as Example

本文在提出农产品品牌文化概念和分析农产品实施品牌文化必要性的基础上,从确立农产品品牌文化的价值内涵和明确其品牌文化定位两方面,对农产品的品牌文化进行了塑造,并对农产品品牌文化的传播提出了相应的策略,将农产品的文化底蕴发扬光大,从而提升农产品品牌的竞争力。

This paper is based on the concept of agricultural product＇s brand culture and the necessary of implementing the brand culture.Through building value connotation and crystallizing the location of agricultural product＇s brand culture,this paper establish the brand culture of agricultural product and put forward the dissemination tactics which can carry forward the cultural essence of the agricultural product.As a result,it will promote the brand competitiveness of agricultural product.