新媒体视角下沧州农特产品品牌化建设的对策

Brand Building Strategy Forlocal Agricultural Products from the Perspective of New Media

面对互联网经济的不断发展和新媒体对大众消费的影响,农特产品在零售行业的竞争越来越激烈。从沧州市某些相关企业发现,沧州市农特产品存在品牌形象不突出、品牌传播方式不完善、创新不足、缺乏核心竞争力问题。依靠新媒体深度发掘品牌文化资源、塑造品牌形象,完善品牌传播方式,创新产品、提升其价值,以此可以促进农特产品的品牌化建设,提升其在零售行业的竞争力与影响力。

With the growing internet economy,and the increasing impact of new media on mass consumption,the competition of local agricultural products in the retail industry is increasingly fierce.However,there aresome problems in brand building for local products inCangzhou:weak brand image and brand communication,lack of core competitiveness.In order to boost the performance of local agricultural products,this article aims to develop brand culture resources,improvebrand communication and innovative products by new media,which will help to strengthen the competitiveness and influence ofthe local agricultural products in the retail market in Cangzhou.