农产品自主品牌塑造探究  

Research on the Creation of Independent Brand of Agricultural Products

作　　者：穆宝宁[1] MU Baoning

机构地区：[1]陕西青年职业学院

出　　处：《当代农村财经》2020年第3期62-64,共3页Contemporary Rural Finance and Economics

基　　金：2019年陕西省委党校系统“陕西高质量发展”与“陕西脱贫攻坚”项目(19044)。

摘　　要：本文采用SWOT分析法进行农产品分析,从美学体验、象征性体验及情感体验来解析品牌表现的多种可行性,对农产品资源的特点进行品牌设计体验特征解析,从而得到从生态特点、旅游产业、历史文化中塑造自主品牌的途径。Objective According to the characteristics of agricultural product resources, the experience characteristics of brand design are analyzed, so as to get the way to build independent brand from the ecological characteristics,tourism industry, history and culture, and analyze the successful cases. Method SWOT analysis is used to analyze agricultural products, and the feasibility of brand performance is analyzed from aesthetic experience, symbolic experience and emotional experience.

关 键 词：农产品 品牌塑造 品牌设计 生态文化 

分 类 号：F323.5[经济管理—产业经济]