特色农产品品牌管理研究——以贵州修文县猕猴桃为例  

On the Brand Management of Special Agricultural Produces:A Case Study of Kiwi in Xiuwen County

作　　者：张慧[1] 

机构地区：[1]贵州民族大学商学院,贵州贵阳550025

出　　处：《贵州民族大学学报（哲学社会科学版）》2014年第1期18-21,共4页Journal of Guizhou Minzu University:Philosophy and Social Science

摘　　要：以贵州修文猕猴桃为对象探讨特色农产品的品牌管理问题,一方面对猕猴桃基地以及贵阳市场进行实地调查,总结修文猕猴桃品牌管理现状,分析其品牌管理中出现的问题。另一方面提出应根据现代企业制度建立品牌管理主体,以品牌生态系统为客体、消费者市场中的中等收入群体为目标市场,有针对性地展开营销策略,综合运用品牌传播手段。Kiwi as a fruit is a special agricultural produce of Xiuwen County, Guizhou Province. Based on a market survey, an analysis of the present management and the problems avail- able, and the demands of modem corporate system for brand management, this paper makes some suggestions as to the management roles, the consumers＇ market, the market- ing strategies and the media in order to improve the band management of special agricultural produces.

关 键 词：品牌管理 特色农产品 猕猴桃 修文县 

分 类 号：C916[经济管理]