摘要
文章首先概括了黄羽肉鸡企业品牌化建设的思路,然后分析了通过挖掘传统鸡文化和进行地理标志农产品保护来挖掘我国各地黄羽肉鸡品种的独特品牌文化底蕴,进而论述了黄羽肉鸡企业品牌建设的两个拓展层面:一是要让品牌给消费者留下美好而深刻的印象;二是要让企业的产品在更多方面有利于消费者。
First of all, the paper summarized the idea of brand building of yellow-feather broiler enterprises. And then, this paper analyzed the unique brand culture of yellow feather broiler breeds in China by excavating traditional chicken culture and protecting geographical indications of agricultural products. Furthermore, the two development sides of brand building were discussed for yellow feather broiler enterprises. One side was the brand leaving a good impression on consumers. Another side was to make the products more conducive to consumers in many aspects.
作者
邓蓉
DENG Rong(Beijing University of Agriculture,Beijing 102206)
出处
《中国家禽》
北大核心
2018年第20期1-7,共7页
China Poultry
基金
国家社会科学基金项目(13BGL098)
北京市哲学社会科学规划重点项目(10AbZH172)
关键词
黄羽肉鸡
鸡文化
品牌建设
yellow-feather broiler
chicken culture
brand building
