摘要
在电商环境发展的形势下,传统商品必须对自身形象进行品牌包装与升级,否则无法吸附流量与客户关注,很容易被湮没在繁芜的网络数据之中,食用菌商品的品牌塑造同样也是如此。当下,食用菌品牌形象升级策略包括依托全域旅游项目创建产地声誉、依托产地声誉升级线下品牌形象、建立新零售下品牌互动升级模式、以差别定价增大在线消费者剩余、形成产地品牌共生实现集群发展。
In the context of the development of the e-commerce environment,traditional products must be branded and upgraded to their own image,otherwise they cannot attract traffic and customer attention,and are easily obliterated in the prosperous network data.The branding of edible fungi products is also the same in this way.At present,the edible fungi brand image upgrade strategy includes relying on global tourism projects to create origin reputation,relying on origin reputation to upgrade offline brand image,establishing new retail brand interaction upgrade model,increasing online consumer surplus with differential pricing,and forming origin brand symbiosis achieve cluster development.
作者
祁光伟
QI Guang-wei(Academy of Arts,Hexi University,Zhangye 734000,China)
出处
《中国食用菌》
北大核心
2020年第5期157-159,共3页
Edible Fungi of China
