新媒体时代农产品品牌跨界营销问题及对策研究

Research on Cross-border Marketing Problems and Countermeasures of Agricultural Product Brands in the New Media Era

新媒体时代开展跨界营销是农产品品牌提升品牌知名度、美誉度乃至忠诚度的有效途径之一。对新媒体时代农产品品牌的跨界营销策略进行研究,发现农产品品牌存在对跨界营销的重视程度不够高、跨界营销的趣味性不足、未能说明合作品牌之间的关联性、跨界营销方式较为单一等问题,提出企业要重视农产品品牌的跨界营销、提高农产品品牌跨界营销的趣味性、巧妙揭示跨界合作品牌之间的关联性、多种方式开展跨界营销等建议,希望有助于农产品品牌的建设。

Cross-border marketing is one of the effective ways for agricultural product brands to enhance brand awareness,reputation and even loyalty in the new media era.After studying the cross-border marketing strategy of agricultural product brands in the new media era,it was found that agricultural product brands did not pay enough attention to cross-border marketing,did not have enough interest in cross-border marketing,failed to explain the relevance between cooperative brands,and the cross-border marketing method was relatively simple.It was proposed that enterprises should pay attention to cross-border marketing of agricultural product brands,improve the interest of cross-border marketing of agricultural product brands,reveal skillfully the relevance between cross-border cooperative brands and carry out cross-border marketing in various ways.It is hoped that it will contribute to the construction of agricultural product brands.