地级市层面全域农业品牌化发展模式与路径研究  

Study on Developmental Mode and Route of All-for-one Agricultural Branding in Prefecture-level City

作　　者：周绪元 卢勇[2] 解辉 孙伟 张永涛 周楷轩 ZHOU Xu-yuan LU Yong XIE Hui SUN Wei ZHANG Yong-tao ZHOU Kai-xuan(Linyi Academy of Agricultural Sciences in Shandong Province, Linyi 276012, China Linyi Agricultural Bureau of Shandong Province, Linyi 276001, China Linyi Liumei Agricultural Product Limited Company in Shandong Province, Linyi 276001, China)

机构地区：[1]临沂市农业科学院,山东临沂276012 [2]临沂市农业局,山东临沂276001 [3]临沂六美农产品有限公司,山东临沂276001

出　　处：《江西农业学报》2017年第11期141-145,共5页Acta Agriculturae Jiangxi

基　　金：山东省软科学研究计划项目"农业品牌化推动区域经济发展研究"成果(2016RKA13002)

摘　　要：以地级市为研究对象,阐述了农业品牌化的内涵及农业品牌化发展的3个阶段,提出了"全域形象品牌"的概念、作用,分析了"全域形象品牌+区域产业品牌+企业产品品牌"三牌协同架构模式及运营模式;明确了"1+3+N"全域全链一体化的农业品牌化推进路径及实行协同推进、搞好顶层设计、抓好宣传营销、强化科技创新、做大做强品牌主体的农业品牌化发展策略。This paper takes the prefecture-level city as the research object,and expounds the connotation of agricultural branding and the three stages of agricultural branding development. For the first time,we put forward the concept and function of＂All-for-one brandimage＂,analyze＂All-for-one brandimage plus Regional industrial brand plus Enterprise＇s product brand＂collaborative architecture mode and operation mode,and make sure the developmental route of ＂1 ＋ 3 ＋ N＂all-for-one whole-chain and integrative agricultural branding,as well as the developmental strategies of agricultural branding： collaboratively advancing the job,doing top-level design well,making great efforts to advertise for marketing,strengthening scientific and technological innovation,and making the brand main-body bigger and stronger.

关 键 词：农业品牌化 全域形象品牌 架构模式 发展策略 

分 类 号：S-9[农业科学]