富硒农产品品牌建设现状与形象提升策略——以江西宜春为例  

An Analysis of Current Situation of Brand Construction and Image Enhancement Strategies for Selenium Rich Agricultural Products:a Case Study of Yichun,Jiangxi Province——Taking Yichun,Jiangxi Province as a Case

作　　者：丁业银[1] DING Ye-yin(School of Literature and Journalism,Yichun University,Yichun 336000,China)

机构地区：[1]宜春学院文学与新闻传播学院,江西宜春336000

出　　处：《宜春学院学报》2023年第8期47-51,100,共6页Journal of Yichun University

基　　金：江西省高校人文社会科学研究项目“乡村振兴背景下特色农产品品牌的塑造与传播研究”(项目编号:XW22206)。

摘　　要：通过以宜春市富硒农产品品牌建设为研究个案,对富硒特色农产品购买意愿和品牌形象建设现状进行调查研究,以品牌形象ARAIL模型理论为研究假设,探索富硒特色农产品品牌形象塑造和传播策略体系,提高品牌吸引度、品牌认知度、品牌活跃度、品牌认同度和品牌忠诚度,化解富硒特色农产品品牌塑造与传播难题,打造亮丽的“宜春富硒”特色农产品品牌形象。Taking the brand construction of selenium rich agricultural products in Yichun City as a research case,this paper conducts an investigation and research on the purchasing intention and brand image construction status of selenium rich agricultural products,and uses the brand image ARAIL model theory as the research hypothesis to explore the brand image building and communication strategy system of selenium rich agricultural products,so as to improve brand attraction,brand awareness,brand activity,brand identity,and brand loyalty,solve the difficulties in brand building and dissemination of selenium rich characteristic agricultural products,and create a bright brand image of“Yichun Selenium Rich”characteristic agricultural products.

关 键 词：富硒农产品 品牌形象 “宜春富硒” 

分 类 号：G209[文化科学—传播学]