区域农产品品牌建设影响因素及对策研究

Study on the influencing factors and countermeasures of regional agricultural brand construction

区域农产品品牌建设首先应厘清公共品牌和个体品牌的区别,并有效发挥两者在品牌建设过程中的协调作用。区域农产品个体品牌建设可能受到地理位置、品牌资产、区域文化与消费文化等方面的影响。为此,品牌在建设过程中应加强政府主导或引导,无差别地建设区域公共品牌或个体品牌;通过顶层设计或上层建筑建设引导品牌区隔,避免区域品牌恶性竞争;以整合营销传播方式建设区域品牌文化。尤其值得注意的是,为应对移动互联网传播发展潮流,需借助新的传播手段和工具从品牌内涵、社群营销等方面助力品牌建设。

Regional agricultural product brand construction should first clarify the difference between public brand and individual brand and give full play to their coordinating role in brand construction.The individual brand construction of regional agricultural products may be influenced by geographical location,brand equity,regional culture and consumer culture.Therefore,in the process of brand construction,the government should be strengthened to lead or guide the construction of regional public brand or individual brand.Governments guide brand segmentation,avoid regional brand vicious competition through top-level design or superstructure construction and build regional brand culture through integrated marketing communication.In particular,in order to cope with the development trend of mobile internet communication,new communication means and tools are needed to help brand construction from aspects of brand connotation and community marketing.