基于品牌价值理论的河北省农产品品牌对接京津战略分析

Hebei Province Agricultural Products Brand Docking Beijing and Tianjin Markets Strategy Based on Brand Value Theory

随着京津冀一体化速度的加快,京津冀农业协作发展的趋势增强,河北省农产品品牌对接京津已经受到广泛关注,河北省农产品品牌对接京津战略也提上了日程。运用品牌价值理论的动态性分析,基于互动的三角模型对河北省农产品品牌战略进行分析,发现河北省农产品品牌存在自身品牌弱、发展滞后、市场竞争激烈、需求不大、品牌不能得到市场认可等问题,最后提出相应的对策建议。

With the accelerating of Beijing-Tianjin and Hebei integration, the trend of agricultural cooperation development in Beijing-Tianjin and Hebei has been enhanced, Hebei province agricultural products brand docking Beijing and Tianjin markets has attracted considerable attention, and the strategy has also been on the agenda. This paper analyzed the agricultural products brand strategy in Hebei province based on interactive triangle model, using dynamic analysis of brand value theory. The authors found some problems such as Hebei province agricultural products brand was weak, development laged behind, the market competition was intense, the demand was not big, and the brand of agricultural products in Hebei province could not be recognized by market, then put forward the corresponding countermeasures according to the problems.