地方特色农产品品牌建设与形象提升策略探究——以靖西黄金百香果产业为例
张洁玉1
作者信息
- 1. 广西农业职业技术大学,南宁 530007
- 折叠
摘要
实施农产品品牌建设是提升农产品附加值及市场竞争力的有效途径之一.该文通过对农产品品牌建设相关概念再梳理,并以广西靖西黄金百香果产业为案例进行全面分析,通过提升产业品牌形象、强化市场认知形象、丰富媒介传播形象、挖掘品牌文化形象、展示品牌社交形象等手段全面促进品牌建设与形象提升,为特色农业产业的高质量发展形成动力源.
Abstract
The implementation of brand construction of agricultural products is one of the effective ways to enhance the added value and market competitiveness of agricultural products.By combing the relevant concepts of brand construction of agricultural products,and taking the gold passion fruit industry in Jingxi,Guangxi as a case study,this paper comprehensively promotes brand construction and image promotion by means of promoting industrial brand image,strengthening market cognitive image,enriching media communication image,mining brand cultural image,and displaying brand social image,so as to form a power source for the high-quality development of characteristic agricultural industry.
关键词
地方特色农产品/品牌建设/形象提升/黄金百香果/品牌策略Key words
agricultural products with local characteristics/brand building/image promotion/golden passion fruit/brand strategy引用本文复制引用
基金项目
广西壮族自治区高等学校中青年教师科研基础能力提升项目(2023)(2023KY1213)
广西农业职业技术大学校级社哲类研究项目(2023)(XSK2318)
出版年
2024
国家科技期刊平台
NSTL
万方数据