摘要
农业品牌化是实现现代农业的重要手段。介绍了西安特色农产品品牌塑造与传播现状,指出了其中存在的问题及原因,并据此提出西安特色农产品品牌塑造和传播模式,给出品牌塑造与传播策略。研究结果可为西安特色农产品品牌建设和促进西安乡村经济发展提供参考。
Agricultural branding is an important means to realize modern agriculture.Current situation of brand building and communication of Xi’an characteristic agricultural products were introduced,existing problems and causes were pointed out,and accordingly brand building and communication mode of Xi’an characteristic agricultural products were put forward,and communication strategy were given.Study results could provide reference for brand building of Xi’an characteristic agricultural products and promoting rural economic development of Xi’an.
作者
江凤香
李亚子
王芳
杜谋涛
段兆瑞
JIANG Fengxiang;LI Yazi;WANG Fang;DU Moutao;DUAN Zhaorui(Xi'an Peihua University,Xi'an Shaanxi 710125,China)
出处
《农业工程》
2020年第9期128-131,共4页
AGRICULTURAL ENGINEERING
基金
2020年度西安市社科规划基金课题(项目编号:WL167)。
关键词
西安
特色农产品
品牌塑造
品牌传播
Xi’an
characteristic agricultural products
brand building
brand communication
作者简介
江凤香,副教授,研究方向:人力资源管理与区域经济学。E-mail:150496@peihua.edu.cn。
