浙江嘉兴农产品区域品牌营销战略研究

Jiaxing,Zhejiang Regional Brand Marketing Strategy Research of Agricultural Products

农产品的发展经历了一段相对平稳的时期,随着当今消费品市场品牌化占据主力,农产品销售也步入了品牌化的阶段。嘉兴市农产品的品牌发展相对落后,各个区域的品牌发展也参差不齐。为改变嘉兴市农产品品牌营销困难的现状,该研究通过问卷调查分析了嘉兴农产品区域品牌营销存在的根本问题,进而有针对性地提出了嘉兴农产品区域品牌的营销思路及策略:转变观念,加快农产品区域品牌化建设与实施的进程;推行农业品牌营销的规范化与现代化,实现嘉兴市农业产业化的稳定发展。

Agricultural products development has experienced a period of relatively stable, agricultural products marketing entered the brand stage. Agricultural products brand development is relatively backward in Jiaxing City, regional brand development is uneven. In order to change the present situation of agricultural product brand marketing difficulties, through questionnaire investigation, the existing problems were analyzed, strategies were proposed accordingly： changing ideas, accelerating the process of construction and implementation of agricultural products regional branding, promoting agricultural products marketing standardization and modernization, realizing stable development of agri- cultural industrialization in Jiaxing City.