山东省地域农业品牌化设计探讨——以烟台苹果为例

DESIGN OF THE BRAND OF REGIONAL AGRICULTURE IN SHANDONG PROVINCE——A CASE STUDY OF YANTAI APPLE

山东省作为农业大省,农产品在全国享有重要地位,但地域发展分散,品牌产品单调,品牌设计较为落后。烟台苹果作为山东省最具代表性的农产品,与其他传统农产品相比,在品牌意识及品牌推广等方面先行一步,取得了比较好的成效。文章将烟台苹果作为样板,分析总结地域农业品牌化的措施经验,为山东省地域农业的品牌化设计提供建议。

As a major agricultural province, in Shandong Province, agricultural products enjoy an important position in the country, but the geographical dispersion of development, brand monotonous, and lagging behind brand design are the main problems. Apple Yantai as the most representative of agricultural products in Shandong Province, brand awareness and brand promotion are in the lead, and achieve good results, comparing with other traditional agricultural products. Taking Yantai apple as a sample, the article analyzes and summarizes agriculture brand experience, and makes recommendations for local agriculture＇s brand design in Shandong Province.