以“安全低碳”为理念塑造农业产业化品牌的策略研究——从戴维·阿克的品牌识别理论得到的启示  

A Study on Agriculture Industrialization Brand Establishment Strategy based on"Safety and Low-carbon"Concept——An Inspiration Obtained from David Aaker's Brand Recognition Theory

作　　者：晏劲松[1] 鲁德银[1] 

机构地区：[1]湖北工程学院,湖北孝感432000

出　　处：《江苏商论》2012年第9期134-137,共4页Jiangsu Commercial Forum

基　　金：湖北省科技厅软科学研究项目"安全低碳环境下湖北农业产业化发展研究"(项目编号:2011DEA037-3)

摘　　要：本文解释了"低碳农业"的概念,并对戴维·阿克的品牌识别理论进行了分析,从产品本身、品牌组织背景、品牌人格、品牌象征四个方面进行论证,以戴维·阿克的理论为基础,提出了以"安全低碳"为理念塑造农业产业化品牌的策略。This paper explains the concept of ＂low-carbon agriculture＂ and analyzes David Aaker’s brand recognition theory.Based on David Aaker’s theory,an analysis has been done from the perspective of product itself,brand organization background,brand personality and brand symbol.A theoretical model of establishing agricultural industrialization brand on the basis of safety and low-carbon environment has been proposed.

关 键 词：低碳农业 产业化 品牌 塑造 

分 类 号：F713.3[经济管理—产业经济]