农产品区域产业品牌伞策略探析  

An Analysis of the Agricultural Products Place-industry Umbrella Branding Strategy in China

作　　者：曹艳爱[1] 

机构地区：[1]广东金融学院工商管理研究所,广州510521

出　　处：《商业研究》2011年第6期168-173,共6页Commercial Research

基　　金：广东省哲学社会科学规划项目;项目编号:201049E50

摘　　要：品牌伞策略强调伞品牌对伞下产品或品牌产生庇护和提携作用,农产品区域产业品牌伞策略,除了具有一般品牌伞的功能效用之外,区域和产业可以增强伞下农产品和品牌的可识别性,赋予农产品和品牌一些独特的质量特性,形成与竞争对手的差异性,从而影响农产品的消费者信任度和市场接受度,农产品生产者可以利用区域产业品牌伞策略解决农产品创牌难题。The umbrella branding strategy emphasizes the role of shelter and cultivate for the product or brand which are under the umbrella brand.In addition to the general utilities of the umbrella branding,the agricultural products place-industry umbrella branding strategy can enhance the identification of the agricultural products and brands,and endow the agricultural products and brand with some characteristics,which can distinguish them from these competitors.By this way,the consumers′ confidence and market acceptance of the agricultural products will be affected.The agricultural producers can take advantage of the agricultural products place-industry umbrella branding strategy to solve the problem of the brand creation.

关 键 词：品牌策略 品牌伞 农产品区域产业品牌伞 

分 类 号：F303[经济管理—产业经济]