Research on the Brand Construction of Agritourism Enterprise in Chongqing  

作　　者：Yurong YANG 

机构地区：[1]College of Economics and Management,Southwest University

出　　处：《Asian Agricultural Research》2016年第5期50-53,共4页亚洲农业研究（英文）

摘　　要：Agritourism is a modern agricultural model,which is combination of agriculture and rural tourism. Its goal is to carry on the culture of farming and achieve economic efficiency. To achieve this goal,brand building is very important. However,most companies have the same goods and services in the development process. Managers lack brand awareness,and enterprises lack core competitiveness. To solve these problems,the agritourism enterprises must change their management concepts,establish brand awareness,improve quality of service,increase the cultural connotation of products and services,and strengthen marketing efforts to achieve the overall improvement of modern agricultural brand.Agritourism is a modern agricultural model,which is combination of agriculture and rural tourism. Its goal is to carry on the culture of farming and achieve economic efficiency. To achieve this goal,brand building is very important. However,most companies have the same goods and services in the development process. Managers lack brand awareness,and enterprises lack core competitiveness. To solve these problems,the agritourism enterprises must change their management concepts,establish brand awareness,improve quality of service,increase the cultural connotation of products and services,and strengthen marketing efforts to achieve the overall improvement of modern agricultural brand.

关 键 词：AGRITOURISM BRAND BUILDING INDUSTRIAL integration 

分 类 号：F323.4[经济管理—产业经济]