Under the background of rural industrial revitalization,the dissemination of local characteristic agricul-tural product brands is increasingly receiving high attention from various regions.The integration and reshaping of local agricultural feature product brands includes five aspects:product image,corporate image,user image,re-gional cultural image,and the international communication image.Based on the AIVSA model,a comprehensive brand communication strategy for agricultural feature products has been formed.And the brand needs to accurately identify the ties between the brand and consumers to attract attention;to strengthen effective communication be-tween brands and consumers,thus to generate interest and interaction;to spread the core concept of the brand deeply to reach the value recognition from customers;to promote two-way interaction between consumers and the brand,who sharing information and resonate with each other,so as to improve the brand loyalty;to push consumer behavior and value co-creation by hot-sale products,while spreading the brand's international image as needed.
关键词
地方特色农产品/五力品牌形象模型/全域品牌传播
Key words
local agricultural feature products/five force brand image model/whole field brand images
万方数据