融媒体时代下农产品品牌建设策略研究--以老树山茶油为例  

Research on the Strategy of Brand Construction of Agricultural Products in the Convergence Media Era——Taking Old Camellia Oil as an Example

作　　者：肖明清 周丹 周旻 XIAO Mingqing;ZHOU Dan;ZHOU Min(Hunan University of Arts and Science,Changde,Hunan Province,415000 China)

机构地区：[1]湖南文理学院,湖南常德415000

出　　处：《科技资讯》2021年第15期138-141,共4页Science & Technology Information

基　　金：2020年湖南省大学生创新创业训练计划项目(湘教通【2020】191号)。

摘　　要：在新型融媒体时代的影响下,拓展新型传播媒介来进行更优质的品牌宣传迫在眉睫。作为常德市当地特色农产品——老树山茶油,对该品牌的品牌建设转型研究必不可少。该文基于湖南省山茶油的调查数据,分析了各类消费者的购买心理与购买习惯,并针对分析出的结论为农产品品牌在融媒体时代下的品牌建设提出了一系列的建议,对其他地区、其他品牌的农产品品牌建设具有广泛的借鉴意义。Under the influence of the new convergence media era,it is extremely urgent to develop new media to carry out better brand publicity.As a local characteristic agricultural product of Changde City,old tree camellia oil is indispensable for the research of brand construction and transformation.Based on the survey data of camellia oil in Hunan Province,this paper analyzes the purchasing psychology and buying habits of various consumers,and puts forward a series of suggestions for brand construction of agricultural products in the era of convergence media based on the analysis conclusions,which can be used as a reference for other regions and other brands of agricultural products brand construction.

关 键 词：融媒体时代 农产品品牌建设 消费者分析 媒介推广 

分 类 号：G64[文化科学—高等教育学]