基于“地·产·人·文”四维故事驱动的农产品品牌价值构建研究

Research on the Construction of Agricultural Product Brand Value Driven by the Four Dimensional Story of“Land,Production,People,and Culture”

农产品相关产业是实现乡村振兴的关键。品牌化是提升农产品竞争力和附加值的主要途径。品牌价值是品牌建设的核心,而品牌价值需要通过故事叙述得以传播和具象化。通过挖掘和讲述“地、产、人、文”四个维度的故事,能够从风土价值、功能价值、文化价值、精神价值系统构建农产品的品牌价值。品牌核心价值的确立对于提升农产品附加值、促进行销,促进产业融合都具有重要意义。

Agricultural products related industries are the key to rural revitalization.Branding is the main way to enhance the competitiveness and added value of agricultural products.Brand value is the core of brand building,and brand value needs to be disseminated and visualized through story narration.By excavating and telling the stories of the four dimensions of“land,industry,people and culture”,we can build the brand value of agricultural products from the local value,functional value,cultural value and spiritual value system.The establishment of brand core value is of great significance to enhance the added value of agricultural products,promote marketing and promote industrial integration.