真实性视角下区域特色农产品品牌形象培育探究——以怀远石榴为例

On Cultivating the Brand Image of Agricultural Products with Regional Characteristics from the Perspective of Authenticity——By Taking Huaiyuan Pomegranate as an Example

区域特色农产品品牌形象培育对提升我国特色农产品品牌竞争力水平具有重要意义。从品牌真实性视角出发,结合特色农产品品牌形象构建理论,从客观真实、建构真实、存在真实三个维度构建特色农产品真实性品牌形象的塑造模型。以怀远石榴为例,借助模型分析怀远石榴品牌真实性形象发展存在的问题,并依据模型提出产品形象优化策略、产品提供者形象优化策略及消费者个性满足策略,以期为我国区域特色农产品品牌形象研究提供新的视角和理论借鉴。

The cultivation of brand image regarding agricultural products with regional characteristic is of great significance to improving the competitiveness level of agricultural product brand with Chinese characteristics.From the perspective of brand authenticity,and by relating to the theory of constructing brand image regarding characteristic agricultural products,the model of shaping authenticity brand image for characteristic agricultural products is constructed from the three dimensions:objective reality,constructive reality and real existence.This paper,by taking Huaiyuan pomegranate as an example,analyzes the problems existing in the development of the authenticity brand image,and proposes,according to the model,the strategies of optimizing the product image,optimizing product provider image and satisfying consumer personality.These strategies are hoped to provide new perspectives and theoretical references for the study of brand image of agricultural products with regional features in our country.