农产品生产小微企业品牌传播中的媒体选择

Media Selection in Brand Communication of Agricultural Products Type Micro-enterprises

农产品生产小微企业品牌传播可以扩大销售范围、促进销量,为企业提供了较好的增收渠道。在利用互联网对农产品进行自主销售过程中,出现了品牌推广可持续性不强、媒体选择不适当、品牌代言模糊、品牌塑造难度大等问题。结合实际情况提出相应对策,提出了保持品牌推广的可持续性,重点选择,降低前期成本预算,明确定位品牌代言推广,保证产品质量,保持消费者维权渠道通畅。

Brand communication of small and micro enterprises producing agricultural products can expand the scope of sales,promote sales,and provide enterprises with better channels for increasing revenue.In the process of using the Internet to sell agricultural products independently,problems such as poor sustainability of brand promotion,inappropriate media selection,vague brand endorsement,and difficulty in brand building have emerged.Based on the actual situation,the corresponding countermeasures were put forward,and proposed to maintain the sustainability of brand promotion,focus on selection,reduce the preliminary cost budget,clearly position the brand endorsement promotion,ensure product quality,and keep consumers'rights protection channels open.