乡村特色产品品牌化:企业与顾客、政府协同战略

Branding of Rural Featured Products: Collaborative Strategy of Enterprises, Customers and Governments

在乡村振兴和发展特色产业的战略驱动下,乡村特色产品如何抓住机遇实现品牌化,是广大乡村企业普遍关注的重要现实问题。企业内部品牌化、顾客(市场)驱动的品牌化和政府引导的品牌化,是企业管理层必须面对的三个方面。三者既有共同目标,又在管理对象、目标设定和方法运用上存在显著差异。要实现乡村特色产品品牌化,企业和员工是内部主导力量,顾客和市场是外部决定力量,政府和行业协会是侧翼助推力量。企业需要构建“三股力量”协同管理的框架和思路,从而有效促进乡村特色产品品牌化高质量发展。

Driven by the strategy of rural revitalization and the development of characteristic industries, how to seize the opportunity to realize the branding of rural featured products is an important practical issue for rural enterprises. Enterprises’ internal branding, customer(market)-driven branding and government-led branding are three issues that enterprises must face. The three have common goals, but there are also significant differences in management objects, goal setting and method application. In branding of rural featured products, enterprises and employees are the internal leading forces, customers and markets are the external determining forces, and the government and industry associations are the flanking boosting forces. Enterprises need to construct the collaborative management of “three forces”, so as to effectively promote the high-quality development of branding of rural featured products.