摘要
农产品品牌化是转变农业发展方式的必经之路,也是乡村振兴战略的重要组成部分。在美学经济时代,产品美学价值和情感属情成为影响产品差异化与品牌塑造的关键因素,本文以云南一家典型茶叶企业的品牌化发展为例,通过微观化的案例方法来探寻农产品品牌的构建过程及其机理。农产品品牌的塑造需要在回归产品本位的基础上,辅之以多维面向的产品属性定位,通过功能性开发和情感性二维基本路径,丰富产品的功能差异性和美学差异性,并从认知与情感两个层面在消费者与品牌之间建立积极的联系。探讨如何通过产品属性分析来建立农产品的差异化竞争优势,进而塑造强势品牌,这对于培育有高市场竞争力的中国农产品品牌具有重要的现实意义。
The branding of agricultural products is the only way to change the mode of agricultural development. In view of the tendency of deviating from products in the theoretical research of agricultural product brand and the problem of product vacancy in the practice of agricultural product brand,this paper takes the brand development of a typical tea enterprise in Yunnan Province as an example to explore the construction process and mechanism of agricultural product brand through the micro case method. The brand building of agricultural products needs to be based on the return to product standard,supplemented by multi-dimensional oriented product attribute positioning,the development of multi-dimensional quality of products,through the two-dimensional basic path of functional development and emotional,to create high-quality products,and establish a positive relationship between consumers and brands from the cognitive and emotional levels. It has important practical significance to explore how to establish the competitive advantage of agricultural products through product attribute analysis,and then to build a brand of product.
作者
邱晔
刘保中
李先军
QIU Ye;LIU Bao-zhong;LI Xian-jun
出处
《山东农业大学学报（社会科学版）》
2020年第3期94-101,106,共9页
Journal of Shandong Agricultural University(Social Science Edition)
基金
国家社科基金青年项目"美学经济视角下的休闲农业体验化研究"(17CGL066)
中央高校基本科研业务费专项资助(310422110)。
作者简介
邱晔(1985-),女,北京师范大学文化创新与传播研究院讲师,博士,研究方向:美学经济、休闲农业;刘保中(1983-),男,中国社会科学院社会学研究所助理研究员,博士,研究方向:农村社会学;李先军(1986-),男,中国社会科学院工业经济研究所助理研究员,博士,研究方向:中小企业发展、农村企业及组织创新。
