智能时代农产品区域品牌传播困境及破解路径研究  

Research on the Challenges and Solutions of Regional Brand Communication for Agricultural Products in the Intelligent Era

作　　者：胡晶晶 HU Jing-jing(Economics and Management Department,Anhui Forestry Vocational and Technical College,Hefei Anhui 230031,China)

机构地区：[1]安徽林业职业技术学院经济与管理系,安徽合肥230031

出　　处：《齐齐哈尔大学学报(哲学社会科学版)》2025年第2期83-87,共5页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：安徽省高等学校科学研究项目(哲学社会科学)重点项目:安徽融入长三角一体化现代物流体系的对策研究(2022AH052721)。

摘　　要：智能时代的数字技术发展为农产品区域品牌传播提供了新的载体和平台,是实现农业现代化及其高质量发展的关键所在。智能时代农产品区域品牌的传播要素涵盖了传播主体、传播渠道、传播内容、传播受众、传播效果等内容,但在实践过程中仍面临品牌传播定位不明、缺乏受众细分意识、内容建设单一重复、传播主体协同不足等传播困境。当前的破解路径应从找准品牌市场定位,打造独特形象标识;精准聚焦潜受众群体,划分具体需求类型;始终秉承内容为王理念,持续输入创意养分;构建多元主体协同格局,发挥人力引擎动能等四个方面精准发力。In the intelligent era,the development of digital technology provides a new carrier and platform for the regional brand communication of agricultural products,which is of great significance for promoting agricultural branding,intelligence and digital transformation,and is the key to realize agricultural modernization and high-quality development.In the era of intelligence,the communication elements of regional brands of agricultural products cover the communication subject,communication channel,communication content,communication audience,communication effect and other contents,but in the practice process,they still face the communication difficulties such as unclear brand communication positioning,lack of audience segmentation consciousness,single and repetitive content construction,and insufficient coordination of communication subjects.Based on this,the paper identifies the market positioning of the brand,creates the unique image identification,establishes the creative nutrients,constructs the coordination pattern of multiple subjects and develops the kinetic energy of human engine,and solves the dilemma of regional brand communication of agricultural products in the intelligent era.

关 键 词：智能时代 农产品 区域品牌 传播 农业现代化 

分 类 号：F323.5[经济管理—产业经济]