中国农资产品品牌传播模式研究  

Research on Brand Communication Modes of Agricultural Material Product in China

作　　者：刘学[1] 李艳军[1] 

机构地区：[1]华中农业大学经济管理学院/湖北农村研究发展中心,武汉430070

出　　处：《湖北农业科学》2015年第11期2796-2799,共4页Hubei Agricultural Sciences

基　　金：国家自然科学基金项目(70873047;71273102);中央高校基本科研业务费专项资金资助项目(2012RW004)

摘　　要：在分析当前中国农资产品特定的购销实际情况的基础上,从传播主体、传播途径等方面将中国农资产品品牌传播模式划分为以农资企业为主体的市场传播、以农户为主体的口碑传播、以农技人员为代表的政府传播以及农资品牌社区传播4种,对其主要推动力进行了总结和分析,并对企业有效进行品牌传播,提升品牌形象与价值以及品牌竞争力提出了相应的建议与策略。Based on the current specific marketing situation of agricultural material product, the brand communication modes of agricultural material product were divided into the marketing communication conducted by agricultural materials enterprises, word of mouth by the farmers, government communication by the agro-technical extension staff and agricultural material prod- uct brand community communication from the perspectives of communication body and communication channel, and the work- ing routine and pulling force was analyzed respectively.Finally the corresponding suggestions and strategies for enterprises to make more effective brand communication and improve brand image, value and competitiveness were put forward.

关 键 词：农资企业 品牌传播 模式 策略 

分 类 号：F306.6[经济管理—产业经济]