摘要
农产品品牌建设与推广是提高农业竞争力的有效渠道,也是促进乡村振兴的重要支撑。甘肃省对于农业品牌化发展的重视程度在不断加强,近年来大力实施农业品牌营销战略。文章以甘肃“杨秸秆”品牌为例,分析农产品品牌化发展的现状、品牌传播中存在的主要问题,并从完善品牌识别系统、拓宽品牌推广渠道、拓宽产品销售渠道三个方面提出了对策建议。
Brand building and promotion of agricultural products is an effective way to improve agricultural competitiveness and an important support for promoting rural revitalization.Gansu Province continues to attach importance to the development of agricultural brand.In recent years,the agricultural brand marketing strategy has been vigorously implemented.Taking Gansu's“YANJIEGAN”brand as an example,this paper analyzes the present situation and the main problems in brand communication of agricultural product brand,and puts forward some countermeasures to promote the brand communication of“YANJIEGAN”from three aspects:improving the brand identification system,broadening the brand promotion channels and broadening the product sales channels.
作者
王奕丹
WANG Yidan(School of Media and Communication,Northwest Normal University,Lanzhou Gansu 730070)
出处
《现代农业研究》
2022年第12期32-35,共4页
Modern Agriculture Research
关键词
品牌传播
农产品
杨秸秆
brand communication
agricultural products
poplar straw
作者简介
王奕丹(2001.08-),女,汉族,甘肃兰州人,研究方向:新媒体与品牌传播。
