后疫情时代福建特色农产品品牌营销对策

Countermeasures on the Brand Marketing of Characteristic Agricultural Products in Fujian in the Post-epidemic Era

【目的/意义】福建省农业资源多样性特点突出,适合发展区域特色农产品,但突发的新冠疫情暴露出福建省在特色农产品品牌营销中存在的不足,在后疫情时代亟须构建特色农产品品牌营销战略。【方法/过程】运用文献资料法,研究当前福建省在特色农产品品牌营销中采取的措施,分析疫情下特色农产品品牌营销面临的困境,探索在后疫情时代特色农产品品牌营销对策。【结果/结论】研究发现,福建省在特色农产品品牌营销中存在品牌意识不足、产品高同质化、产品标准化水平低、营销模式单一、缺少金融支持等问题,提出福建省应重塑农产品供应链、完善农产品经营体系、更新农产品营销方式和加大政府资金扶持。

【Objective/Meaning】The diversity of agricultural resources in Fujian Province is outstanding,which is suitable for the development of agricultural products with regional characteristics.The outbreak of the COVID-19 epidemic has exposed the shortcomings in the brand marketing of characteristic agricultural products in Fujian Province.In the post-epidemic era,there is an urgent need to build a brand marketing strategy for featured agricultural products.【Methods/Procedures】By using the literature method,the current measures taken in the brand marketing of characteristic agricultural products in Fujian Province were studied in this paper.Then,the difficulties faced by the brand marketing of characteristic agricultural products under the epidemic situation were analyzed.Last,the countermeasures for the brand marketing of characteristic agricultural products in the post-epidemic era were explored.【Results/Conclusions】It were found that there were some problems in the brand marketing of characteristic agricultural products in Fujian Province,such as the lack of brand awareness,high product homogeneity,low level of product standardization,single marketing model,and the lack of financial support,etc.In view of these problems.Therefore,it was suggested that Fujian should reshape the supply chain of agricultural products,perfect the management system of agricultural products,renew the marketing mode of agricultural products and increase the support of government funds.