陇南市农产品电商网络品牌建设的对策研究  

Research on the Countermeasures of E-commerce Network Brand Construction of Agricultural Products in Longnan City

作　　者：翟春晓 张珏娅 许菡 ZHAI Chun-xiao;ZHANG Jue-ya;XU Han(Longnan Teachers College,Chengxian 742500 China)

机构地区：[1]陇南师范高等专科学校,甘肃陇南742500

出　　处：《科技创新与生产力》2022年第7期42-44,47,共4页Sci-tech Innovation and Productivity

基　　金：2020年度甘肃省职业教育教学改革研究项目(2020gszyjy—60);2020年度甘肃省高等学校创新基金项目(2020A274);甘肃省教育科学“十三”五规划2019年度课题(GS[2019] GHB2141);陇南市社科基金项目(19LSKL15);陇南师范高等专科学校校级教改项目(JXGG2019013)。

摘　　要：品牌是企业获利和增值的前提,只有建立完善成熟的品牌形象才能赢得市场。本文通过分析陇南地区农产品电商网络品牌的现状和问题,提出了借力新媒体营销,积极打造区域品牌,利用强势媒体打造知名品牌,拓展销售渠道,扶持龙头企业,强化企业自主发展意识,夯实人力资源,共建政、企、校合作平台等可行性建议。Brand is the premise of profit and value-added of enterprises.Only by establishing a perfect and mature brand image can we win the market.Through the analysis of the current situation and problems of e-commerce network brands of agricultural products in Longnan area,this paper puts forward some feasible suggestions,such as making use of new media marketing,actively building regional brands,making use of powerful media to build famous brands,expanding sales channels,supporting leading enterprises,strengthening the awareness of independent development of enterprises,consolidating human resources,and building a cooperation platform for government,enterprise and school.

关 键 词：农产品电商 区域品牌 知名品牌 新媒体营销 

分 类 号：F724.6[经济管理—产业经济]