数字化背景下饲料企业品牌形象传播策略分析  

Analysis of brand image communication strategies for feed enterprises under the digital background

作　　者：夏瑞芳[1] XIA Ruifang(Zhengzhou Shengda University,Zhengzhou,Henan Province 451191,China)

机构地区：[1]郑州升达经贸管理学院,河南郑州451191

出　　处：《中国饲料》2024年第4期157-160,共4页China Feed

基　　金：河南省高校哲学社会科学应用研究重大项目(2024-YYZD-07);河南省高等教育教学改革研究与实践项目(研究生教育类)成果(2023SJGLX100Y)。

摘　　要：饲料企业是构建种养一体化模式的重要一环,实现饲料企业的可持续发展,对农业经济有积极的促进作用。而在数字化背景下,饲料企业面临着全新的市场竞争态势,要想在激烈的市场竞争中获取生存空间,必须要加强饲料企业品牌形象的宣传,在线上、线下渠道中丰富传播内容,有效突出差异化的品牌核心,这样才能为饲料企业的可持续发展奠定坚实的基础。本文从品牌形象传播价值的角度入手,分析了数字化背景下饲料企业品牌形象的传播方式,并提出了相应的传播策略,以期提升饲料企业的品牌形象。Feed enterprises are an important part of building an integrated model of planting and breeding,achieving sustainable development of feed enterprises and having a positive promoting effect on agricultural economy.In the context of digitalization,feed enterprises are facing a new market competition situation.In order to obtain survival space in the fierce market competition,it is necessary to strengthen the promotion of feed enterprise brand image,enrich the dissemination content in online and offline channels,and effectively highlight the differentiated brand core.Only in this way can a solid foundation be laid for the sustainable development of feed enterprises.This article starts from the perspective of brand image communication value,analyzes the communication methods of brand image of feed enterprises under the digital background,and proposes corresponding communication strategies to enhance the brand image of feed enterprises.

关 键 词：数字化背景 饲料企业 品牌形象 传播策略 

分 类 号：F3[经济管理—产业经济]