基于消费者视角的河北省绿色农产品品牌建设路径探索

Study on Green Agricultural Products Brand Construction Based onConsumer Perspective

河北省绿色农产品品牌建设面临的主要问题是品牌影响力小、单品规模化、集约化程度不足,品牌形象模糊导致消费者认知度低,品牌营销模式仍以传统超市、农贸市场为主,消费者购买意愿不强烈。从消费者视角探索绿色农产品品牌建设路径,基于STP战略,找准目标市场,进行品牌定位,提高品牌知名度;通过品牌内在形象和外在形象的塑造,提高消费者认可度;借助“互联网+绿色农业”模式,实现品牌推广与传播,为河北省绿色农产品品牌建设高质量发展提供参考。

The main problems facing green agricultural products brand construction of Hebei Province at present are as follows.First,Brand influence is weak and economies of scale has not yet formed.Second,brand image confusion led to low consumer awareness of products.Third,the brand marketing mode is still dominated by traditional supermarkets and farmers'markets,and consumers'purchase intension is not strong.This paper explored the path of green agricultural products brand construction from the perspective of consumers.By using STP strategy,this research identified the target market,and then carried on brand positioning to improve consumers'brand awareness.Shaping the brand's internal image and external image help improve consumers recognition;The“internet+green”agriculture model help brand promotion and communication.This study would provide reference for the high-quality development of green agricultural products brand construction in Hebei Province.