七星农场农产品品牌推广策略与营销模式研究  

The research of brand promotion strategies and marketing modes of agricultural products in the Qixing farm

作　　者：秦涛[1] 万莉[1] 曲梦茜[1] 

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《广东农业科学》2012年第24期233-236,共4页Guangdong Agricultural Sciences

基　　金：中央高校基本科研业务费专项--北京林业大学科技创新计划团队项目(TD2012-06);北京市大学生科研训练计划项目(121002227)

摘　　要：七星农场是黑龙江垦区规模较大的农场,拥有坚实的农业基础,但在农产品品牌化的道路上起步较晚。随着全球化不断发展,国外农产品不断涌入,国内市场竞争也日趋剧烈。七星农场如何有效地提升农产品品牌形象,加大品牌营销力度,通过品牌化运营实现对.产.业.链.上.下.游.的.掌.控,.摆.脱.依.靠.卖.原.料.的.发.展.模.式,最终完成由传统农业向现代农业的转变显得尤为重要。基于七星农场品牌发展现状,对该农场品牌推广过程中的影响因素进行分析,提出其品牌推广及营销模式的具体思路。The Qixing farm is a large-scale farm in reclamation area of Heilongjiang with a solid agricultural foundation bui it started late in branding operation of agricultural products. With the development of globalization, agricultural products from other countries flowed into the domestic market and China＇s domestic market became more competitive. Therefore, it is vital to promote the brand image effectively, increase marketing efforts and complete the transformation from traditional agriculture to modem agriculture by controlling the upstream and the downstream of the industrial chain and getting rid of the old development pattern, which depended on selling raw materials. Based on the development status of the farm, this paper analyzed the factors that influenced the process of brand promotion and proposed specific suggestions on how to promote the brand and how to improve the marketing mode.

关 键 词：农产品 品牌推广 营销模式 

分 类 号：F326.20[经济管理—产业经济]