基于消费者认知的农产品区域公用品牌建设对策研究

Research on Countermeasures of Regional Public Brand Construction of Agricultural Products Based on Consumer Cognition

农产品区域公用品牌是我国农业品牌化的基础和重要牵引力,对加快农业转型升级、带动地方经济发展意义重大。区别于以往研究只针对个别农产品区域公用品牌购买意愿的分析,笔者利用问卷星平台,对我国农产品区域公用品牌整体认知展开调查,包括了解程度、信息来源、重要性认知、实际感知等。根据调研结果,提出强化科技创新,推进标准化生产;讲好品牌故事,凝练品牌特色;改良产品包装,培育营销人才;优化渠道布局,丰富宣传手段等建议。

The regional public brand of agricultural products is the foundation and important traction of agricultural branding in China,which is of great significance for accelerating the transformation and upgrading of agriculture and driving the development of local economy.Unlike previous studies which only focus on the analysis of purchase intention of individual regional public brand of agricultural products,our paper uses the questionnaire star platform to investigate the overall cognition of regional public brands of agricultural products in China,including the degree of understanding,information sources,cognition of importance,actual perception and so on.According to the research results,it is proposed to strengthen scientific and technological innovation,promote standardized production;tell a good brand story,condense brand characteristics;improve product packaging,cultivate marketing talents;optimize the channel layout,enrich the propaganda means.