农产品品牌战略探析  

Brand Strategy of Agricultural Products

作　　者：陈萍[1] CHEN Ping(School of International Business,Xiamen Ocean Vocational College,361100,Xiamen,Fujian,China)

机构地区：[1]厦门海洋职业技术学院国际商贸学院,福建厦门361100

出　　处：《特区经济》2023年第1期157-160,共4页Special Zone Economy

摘　　要：乡村振兴战略是我国实现全面小康的重要保障,农产品营销战略是实现乡村企业振兴的重要举措,在这个信息多元化发展的时代,人们生活水平明显提高,购物模式发生了很大变化,人们的品牌意识越来越强,如何让自己的商品从众多同类农产品中脱颖而出?其中品牌定位扮演着重要的角色,定位越明确,就能获得更精准、更优质的客户。本文从农产品品牌意义与作用入手,探析农产品品牌定位在农产品企业营销整体战略中的重要意义,以期对农产品企业有一定的启示作用,从而助力乡村振兴。The Rural Revitalization Strategy is an important guarantee for China to achieve a well-off society in an all-round way,and the marketing strategy of agricultural products is an important measure to achieve the revitalization of rural enterprises.In this era of information diversification,people’s living standards have been significantly improved,shopping patterns have changed greatly,and people’s brand awareness is becoming stronger and stronger.How to make their own products stand out from many similar agricultural products?Brand positioning plays an important role.The clearer the positioning,the more accurate and high-quality customers can be obtained.Starting with the significance and role of agricultural products brand,this paper analyzes the important position of agricultural products brand positioning in the overall marketing strategy of agricultural products enterprises,in order to have a certain enlightenment on agricultural products enterprises and help rural revitalization.

关 键 词：农产品 品牌 品牌定位 

分 类 号：F323.7[经济管理—产业经济]