辽宁省农产品区域品牌建设调查与分析——以庄河草莓为例

发布时间：2018-01-04 21:30

本文关键词：辽宁省农产品区域品牌建设调查与分析——以庄河草莓为例　出处：《安徽农业科学》2016年06期 　论文类型：期刊论文

【摘要】：庄河市是东北地区主要的草莓生产基地,借助自然资源条件和政府的政策扶持等优势,庄河草莓成长为年产量10万t、年产值10亿元的区域品牌。该研究根据在北京、沈阳、大连的问卷调查数据,分析庄河草莓区域品牌建设情况,结果表明:消费者对庄河草莓的品牌印象和评价一般,庄河草莓面临的竞争对手多而强大,消费者高度关注产品质量和安全,消费者对庄河草莓的知晓途径主要是口口相传,新闻媒体和广告传播的作用不明显。根据庄河草莓发展区域品牌的内在条件和优势,提出了加强品牌的协同管理,打造统一品牌,发展依托农业旅游和休闲娱乐的品牌经营模式,依靠质量建设提高品牌经营力,构建现代营销传播体系,深化政策支持的品牌发展对策。
[Abstract]:Zhuanghe City is the main strawberry production base in Northeast China. With the advantages of natural resource conditions and government policy support, Zhuanghe Strawberry production has grown to 100,000 tons per year. Based on the questionnaire survey data in Beijing, Shenyang and Dalian, the regional brand construction of Zhuanghe strawberry was analyzed. The results show that the brand impression and evaluation of Zhuanghe Strawberry is general. Zhuanghe Strawberry faces many and powerful competitors, and consumers are highly concerned about product quality and safety. The main way for consumers to know Zhuanghe Strawberry is word of mouth, the role of news media and advertising communication is not obvious. According to the internal conditions and advantages of Zhuanghe Strawberry development regional brand. This paper proposes to strengthen the cooperative management of the brand, to create the unified brand, to develop the brand management model relying on agricultural tourism and leisure entertainment, to improve the brand management power by the quality construction, and to construct the modern marketing communication system. Deepen the policy support of brand development countermeasures.
【作者单位】：大连海洋大学外国语学院;
【基金】：2015年度辽宁省社会科学规划基金项目(L15BJY044)
【分类号】：F326.13;F323.5
【正文快照】： 区域品牌是品牌的重要类型之一,由于农产品质量的隐蔽性、产品品质特征的区域性、农业经营的零细分散性,理论上要求通过培育区域品牌,打造地方特色农业,依靠品牌影响力及区域品牌的协同效应,增强农产品的竞争力,实现品牌相关主体的增收和增益,提振地方经济。辽宁省是农业资源

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