转轨时期我国化肥企业的品牌建设路径

The Brand Construction Paths of China's Fertilizer Enterprises in Transition Period

在品牌经济学基本理论基础上,通过构建化肥的终点消费者即种植农户的选择模式探讨了商标与品牌的不同,并在此基础上,从已有产品的品牌建设路径和新产品的品牌建设路径2个方面归纳与总结了转轨时期我国化肥企业品牌建设的8种路径。

Through the construction of selection model of endpoint consumers, i. e. , planting farmer of chemical fertilizer , the difference between the brand and trademark were discussed, and based on it, the eight paths of brand construction of China＇ s fertilizer enterprises in transition period were summarized from the brand construction paths of existing products and new products.