农产品区域公用品牌推广效果提升策略研究  

Study on Promotion Strategy of Regional Public Brand Promotion in Agricultural Products

作　　者：李易玲 王爱敏 

机构地区：[1]泰山医学院医药管理学院,山东泰安

出　　处：《现代市场营销》2018年第4期25-31,共7页Modern Marketing

基　　金：国家级大学生创新创业训练计划项目(编号201710439293)资助。

摘　　要：农业部将2017年确定为“农业品牌推进年”,其中农产品区域公用品牌是建设重点,而品牌推广是品牌建设中的重要内容,它可以使具有区域公用品牌的农产品实现品牌价值。本文通过分析农产品区域公用品牌推广效果的影响因素,探索提升品牌推广效果的途径,为农产品区域公用品牌塑造提供借鉴,从而提高农业产业化经营,促进区域经济的发展。The Ministry of agriculture will be designated as the “agricultural brand promotion year” in 2017, in which the regional public brand of agricultural products is the key point of construction. And brand promotion is an important content of brand building;it can make the regional public brand of agricultural products realize brand value. Through analyzing the influencing factors of the promotion effect of regional public brand in agricultural products, this paper explores the ways to promote the effect of brand promotion. It can provide reference for the shaping of regional public brand of agricultural products, so as to improve the operation of agricultural industrialization and promote the development of regional economy.

关 键 词：农产品区域公用品牌 品牌推广 推广效果 策略 

分 类 号：F2[经济管理—国民经济]