摘要
通过分析我国地理标志农产品品牌现状与存在的问题,提出塑造农产品品牌个性的方法。认为农产品品牌个性塑造要在保证农产品质量的基础上,深入了解产品特性来提炼品牌个性,再通过一系列传播策略传递给消费者,创立农产品品牌资产,建立消费者的品牌忠诚度,提高农产品品牌的持久竞争力。
Through the analysis of the present situation and problems of the agricultural product brand,some methods are formed to shape the brand personality of agricultural products.The brand personality of agricultural products should be shaped through the ways of ensuring the quality of agricultural products,understanding the product features in depth,and a series of strategies to deliver the brand personality to consumers,in order to create the brand equity of the agricultural products,establish the customers' brand loyalty,and improve the lasting competitiveness of the agricultural product brand.
出处
《青岛农业大学学报（社会科学版）》
2016年第4期41-45,共5页
Journal of Qingdao Agricultural University(Social Science)
基金
青岛农业大学人文社会科学校级课题项目(6611115748)
关键词
地理标志农产品
农产品品牌
品牌个性
塑造
agricultural products with geographical indications
agricultural product brand
brand personality
shape
