基于社会责任的农产品品牌营销战略  

Brand Marketing Strategies of Agricultural Product Based on Social Responsibility

作　　者：宛燕如[1] 晏丽娜[1] 

机构地区：[1]武汉理工大学,湖北武汉430070

出　　处：《贵州农业科学》2013年第9期188-193,共6页Guizhou Agricultural Sciences

基　　金：PATA亚行技术援助"Provincial Development Strategies for Provinces in Central People's Republic of China Focused on Rural Development"[PATA:44075;2010]

摘　　要：随着经济的快速发展和市场竞争的日益激烈,消费者开始表现出强烈的社会责任心理,与此同时企业也开始探索以承担社会责任的方式赢得竞争优势。根据各企业履行社会责任内容的不同,企业的社会责任可以分为经济责任、法律责任、环境责任和其他责任,其中法律责任是企业承担其他社会责任的前提,经济责任是基础,环境责任和其他责任是社会责任内容的延伸。品牌营销战略的目的是实现品牌可持续发展,而社会责任对品牌发展的影响是一个长期性、累积性的过程,并通过消费者响应这一中间量进行反馈。因此,企业应将社会责任融入农产品品牌营销战略中,并通过执行具体的营销策略来落实社会责任,以获得消费者强烈、积极的响应,促进农产品品牌的发展和成熟。With the development of economy and increasingly fierce competition, consumers begin to demonstrate a strong sense of social responsibility. At the same time, in order to gain advantage in the fierce competition, enterprises begin to find ways to fulfill social responsibility. According to the different contents of social responsibility, assumed by all enterprises, social responsibility can be divided into economic responsibility, legal responsibility, environmental responsibility and other responsibility. Legal responsibility is the premise, economic responsibility is the foundation, environmental and other responsibility are the extension. In order to achieve the sustainable development of brand, enterprises make the brand marketing strategy. However, social responsibility pays a long-term and cumulative impact on brand＇s development, which could be reflected by the response of the consumers. Therefore, social responsibility should be taken into the agricultural products＇ brand strategy and fulfilled through the implement of the specific tactics, which could obtain strong and positive response from the consumers and improve brand＇ s development.

关 键 词：品牌营销 社会责任 营销策略 

分 类 号：S-9[农业科学]