摘要
庄河市是东北地区主要的草莓生产基地,借助自然资源条件和政府的政策扶持等优势,庄河草莓成长为年产量10万t、年产值10亿元的区域品牌。该研究根据在北京、沈阳、大连的问卷调查数据,分析庄河草莓区域品牌建设情况,结果表明:消费者对庄河草莓的品牌印象和评价一般,庄河草莓面临的竞争对手多而强大,消费者高度关注产品质量和安全,消费者对庄河草莓的知晓途径主要是口口相传,新闻媒体和广告传播的作用不明显。根据庄河草莓发展区域品牌的内在条件和优势,提出了加强品牌的协同管理,打造统一品牌,发展依托农业旅游和休闲娱乐的品牌经营模式,依靠质量建设提高品牌经营力,构建现代营销传播体系,深化政策支持的品牌发展对策。
Zhuanghe is the major strawberry production base in northeastern region. With the help of natural resources and the government＇s policy support,Zhuanghe strawberry became a regional brand with annual output of 100 thousand t,annual production value 1 billion Yuan. According to questionnaire investigation data of Beijing,Shenyang,Dalian,regional brand construction of Zhuanghe strawberry was analyzed. The results showed that consumers＇ evaluation and impression on Zhuanghe strawberry is general,they are highly concerned about products quality and safety. The awareness way of consumers is mainly on word of mouth,the role of news media and advertising communication is not obvious. According to internal conditions and advantages of developing regional brand for Zhuanghe strawberry,several countermeasures were put forward：strengthening collaborative management,creating a unified brand,relying on the development of agricultural tourism and leisure entertainment,improving products quality,constructing modern marketing system,deepening policy support.
出处
《安徽农业科学》
CAS
2016年第6期283-287,共5页
Journal of Anhui Agricultural Sciences
基金
2015年度辽宁省社会科学规划基金项目(L15BJY044)
关键词
农产品
区域品牌
庄河草莓
地理标志
Agricultural products
Regional brand
Zhuanghe strawberry
Geographical indication
