摘要
针对我国农业发展存在农产品产业化程度低、规模小、科技含量低、地域间差异明显，农产品品牌数量多，但名牌产品少、高附加值产品少、品牌不够稳定，农产品品牌营销服务不到位、市场定位不清晰等问题，梳理了基于品牌个性理论的已有农产品品牌个性研究，总结农产品个性研究的成果，探寻未来农产品品牌个性研究的方向，以期为企业打造农产品品牌、塑造农产品品牌个性提供参考。
Abstract
Aiming at the existing problems in agriculture development in China, such as low degree of industrialization of agricultural products,small scale, low scientific and technological content, significant regional difference, large quantity of agricultural product brands, but less famousbrand products and high value-added products, unfulfillment of brand marketing service,unclear market positioning .The existing researches aboutagricultural product brand personality were reviewed, the achievements were summarized, the research direction was explored, in order toprovide reference for enterprises to build brand of agricultural products and shape agricultural products brand personality.
国家科技期刊平台
NSTL
维普
万方数据