县域农产品品牌传播力评价与提升

Evaluation and Promotion on Brand Communication Power of County Agricultural Products

基于品牌传播力视角,运用层次分析法构建农产品品牌传播力评价指标体系,采用德尔菲法构造判断矩阵,最终确定各个指标的具体权重并以陕西省C县27个农产品品牌为例进行实证研究,发现农产品品牌运维能力、品牌传播内容和品牌接触度是提升农产品品牌传播力的关键因素,就此提出发展政务环境、强化农产品品牌意识、深度挖掘农产品品牌文化内涵、深化品牌运营模式、加强品牌运维推广平台建设、打造场景化社群营销等有助于提升县域农产品品牌传播力的对策建议。

This study establishes evaluation index system of agricultural products brands communication power by applying AHP from the perspective of brand communication power.Along with this,Delphi method is applied to construct judgment matrix and determining index weight.It is found that the operation power,communication content and contacts of agricultural products brands are the key factors to promote the communication power according to the empirical research based on 27 agricultural products’brands of C County,Shaanxi Province.In order to promote the communication power of county agricultural products brands,it also puts forward a series of countermeasures which include improving the government environment for the development of agricultural products brands,strengthening the brand awareness of agricultural products,deeply exploring the cultural connotation of agricultural products brands,deepening the brand operation mode,strengthening the construction of brand operation and maintenance promotion platform,and creating scene community marketing,etc.