摘要
目前,农产品电商品牌建设过程中主要存在以下问题:农产品品牌同质化;品牌传播力度不强;市场竞争力弱;品牌支撑基础差等。针对这些问题,本研究结合电子商务市场的发展规律和特性、网络营销特点、社会化媒体传播优势,从客户感知因素探究优化品牌的对策与建议:(1)依据地域特色和客户服务打造农产品品牌的差异性;(2)依据农产品特色、病毒式营销、消费者黏性、名人背书、普通人效应等措施打造品牌相关性;(3)依据农产品营养价值、地方文化底蕴、品牌形象提升顾客的归属感与感知价值;(4)完善品牌支撑服务体系,借助渠道赋能,利用直播、短视频等模式推广农产品;(5)强化电商人才培养。
At present,the following problems exist in the process of agricultural product e-commerce brand building:homogenization of agricultural product brands;weak brand communication;weak market competitiveness;poor brand support.In response to these problems,this study combines the development laws and characteristics of the e-commerce market,the characteristics of network marketing,and the advantages of social media communication,and explores the countermeasures and suggestions for optimizing the brand from the customer perception factors:(1)Create agricultural product brands based on regional characteristics and customer service(2)Build brand relevancy based on the characteristics of agricultural products,viral marketing,consumer stickiness,celebrity endorsement,ordinary people effect,etc.;(3)Improve customer satisfaction based on the nutritional value of agricultural products,local cultural heritage,and brand image.Sense of belonging and perceived value;(4)Improve the brand support service system,use channel empowerment to promote agricultural products through live broadcast,short video and other modes;(5)Strengthen the training of e-commerce talents.
作者
杨方铭
刘满成
ZHANG Dan-dan
YANG Fang-ming;LIU Man-cheng;ZHANG Dan-dan(Business School,Huaiyin Institute of Technology,Huaian 223001)
出处
《江苏商论》
2022年第9期11-13,共3页
Jiangsu Commercial Forum
基金
淮安市社科类课题“‘直播+农商’淮安农业经济发展新模式”(编号:2021C38)
江苏省高校哲学社会科学研究项目“电子商务专业教学资源需求体系构建与满意度影响因素研究”(编号:2021SJA1822)
教育部协同育人项目(202102472020)
江苏省“双创博士”项目(JSSCBS20211182)等的阶段成果之一。
关键词
农产品
电商品牌
淮安
农村电子商务
agricultural products
e-commerce brand
Huaian
rural e-commerce
作者简介
杨方铭(1981—),男,河南兰考人,淮阴工学院商学院讲师,博士。研究方向:电子商务与数字出版;刘满成(1974—),男,安徽六安人,淮阴工学院商学院院长、教授、博士。研究方向:信息资源管理。
