农产品生产小微企业品牌传播中的媒体选择  

Media Selection in Brand Communication of Agricultural Products Type Micro-enterprises

作　　者：王睿[1] 李翠芳[1] Wang Rui;Li Cuifang(Huali College,Guangdong University of Technology,Guangzhou Guangdong 511325)

机构地区：[1]广东工业大学华立学院,广东广州511325

出　　处：《对外经贸》2020年第12期117-119,共3页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：广东高校2017年重点平台及科研项目(青年创新人才类)“广东省政务微博微信信息发布与公众沟通”(项目编号:2017WQNCX177)。

摘　　要：农产品生产小微企业品牌传播可以扩大销售范围、促进销量,为企业提供了较好的增收渠道。在利用互联网对农产品进行自主销售过程中,出现了品牌推广可持续性不强、媒体选择不适当、品牌代言模糊、品牌塑造难度大等问题。结合实际情况提出相应对策,提出了保持品牌推广的可持续性,重点选择,降低前期成本预算,明确定位品牌代言推广,保证产品质量,保持消费者维权渠道通畅。Brand communication of small and micro enterprises producing agricultural products can expand the scope of sales,promote sales,and provide enterprises with better channels for increasing revenue.In the process of using the Internet to sell agricultural products independently,problems such as poor sustainability of brand promotion,inappropriate media selection,vague brand endorsement,and difficulty in brand building have emerged.Based on the actual situation,the corresponding countermeasures were put forward,and proposed to maintain the sustainability of brand promotion,focus on selection,reduce the preliminary cost budget,clearly position the brand endorsement promotion,ensure product quality,and keep consumers'rights protection channels open.

关 键 词：农产品 小微企业 品牌传播 媒体选择 

分 类 号：F713.5[经济管理—市场营销]