地理标志农产品品牌的水平营销策略

On Lateral Marketing of Geographical Indication Agricultural Brand

许多名、优、特农产品具有明显的地域特性,常以地域命名,成为地理标志产品,并具有相当高的知名度和美誉度。运用水平营销的原理,地理标志农产品品牌的水平营销策略,即从改变需求,改变目标,改变时间,改变地点,改变场合以及改变相关活动等六个维度来实现地理标志农产品的水平营销。

A lot of established famous, excellent, special farm produce are named by their originals with high reputation and credit, and become geographical indication products. This paper uses the lateral marketing principle for geographical indication farm produce brand by changing its demand, target, time, place, occasions and relative activities.