达州特色农产品品牌要素研究

Study on Brand Marketing Factors of Featured Farm Products in Dazhou

达州位于大巴山南麓,气候优越,具有特色农作物生长的有利条件。达州是农业大市,生产各类特色农产品。但目前达州特色农产品品牌营销仍处在初级阶段,还存在诸多不足。达州特色农产品品牌命名方式单一,部分品牌标识缺乏,企业网站建设不全,广告语和广告歌曲应用少,品牌包装缺乏吸引力。达州特色农产品要取得更大发展,需要进行科学的品牌命名,策划内涵丰富易识别的品牌标识,设计简单易懂的域名,朗朗上口的广告语和脍炙人口的广告歌曲,设计符合消费者审美情趣的包装。

Dazhou is located in the southern foot of the Daba Mountains.The climate is superior for the growth of featured farm crops.Dazhou is a big agricultural city,producing all kinds of featured farm products,however,the brand marketing of featured farm products in Dazhou is still in the preliminary stage and there are many deficiencies.It has a single brand name,a lack of brand logos,a lack of enterprise website construction,fewer advertising slogan and advertising songs and less attractive brand packaging.In order to achieve greater development,the agriculture enterprises in Dazhou need to name the brand of featured farm products scientifically,design the brand logos with rich connotation and identified easily,design the simple and easy to understand domain name,design the catchy slogan and the popular advertising songs,and design the package that accords with consumer aesthetic appeal.