大连农产品品牌传播研究
发布时间：2018-09-03 11:09
【摘要】： 品牌作为市场经济的产物,已经成为经济生活中被提及频率最高的词汇之一,也是一个企业、一个地区乃至一个国家经济实力的重要标志,有着“经济原子弹”的称号。 农产品作为日常消费品,与人们的生活密切相关。随着供不应求的短缺时代的结束,农产品的销售难问题也日益突出。因此,发展农产品品牌是顺应市场导向变化、应对国内外竞争、迎合居民消费新需求的重要措施,也是优化农业产业结构、实现农业增效和农民增收,促进社会主义新农村建设和全面建设小康社会的重要途径。 大连地理位置、自然环境都比较优越,农产品品牌建设的基础良好,但由于传播力度小,因此品牌的知名度还不够高,强势农产品品牌较少。本文通过对大连农产品现状和特点的研究,对大连农产品的品牌传播提出了相应的策略。事实上,品牌传播并不仅仅是做广告那么简单,而是一项具有系统性、复杂性的工程,包括前期的市场调研、形象设计、投放期的广告宣传、销售促进等多方面的工作。本文研究的品牌传播主要包括两部分任务：传播内容和传播方式,并围绕两部分任务分别提出了很多细致的意见和建议,其中传播内容涉及产品信息、品牌识别、品牌定位、品牌文化等,传播方式则主要有人际传播、大众传播、新媒体传播等。
[Abstract]:As a product of market economy, brand has become one of the most frequently mentioned words in economic life. It is also an important symbol of economic strength of an enterprise, a region or even a country, and has the title of "economic atomic bomb". Agricultural products, as daily consumer goods, are closely related to people's lives. With the end of the shortage era, the problem of selling agricultural products has become increasingly prominent. Therefore, the development of agricultural product brand is an important measure to adapt to the change of market orientation, to cope with the domestic and foreign competition and to meet the new demand of residents' consumption. It is also an important measure to optimize the agricultural industrial structure, realize agricultural efficiency and increase farmers' income. The important way to promote the construction of new socialist countryside and build a well-off society in an all-round way. Dalian's geographical location and natural environment are superior, the foundation of agricultural product brand construction is good, but because of the small spreading dynamics, the brand awareness is not high enough, and the strong agricultural product brand is less. Based on the study of the present situation and characteristics of Dalian agricultural products, this paper puts forward the corresponding strategies for the brand spread of Dalian agricultural products. In fact, brand communication is not only a simple advertising, but also a systematic and complex project, including market research, image design, advertising, sales promotion and so on. The brand communication research in this paper mainly includes two tasks: the content and the mode of communication, and puts forward a lot of detailed opinions and suggestions around the two tasks, in which the communication content involves product information, brand identification, brand positioning. Brand culture, communication methods are mainly interpersonal communication, mass communication, new media communication.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2
本文编号：2219809
[Abstract]:As a product of market economy, brand has become one of the most frequently mentioned words in economic life. It is also an important symbol of economic strength of an enterprise, a region or even a country, and has the title of "economic atomic bomb". Agricultural products, as daily consumer goods, are closely related to people's lives. With the end of the shortage era, the problem of selling agricultural products has become increasingly prominent. Therefore, the development of agricultural product brand is an important measure to adapt to the change of market orientation, to cope with the domestic and foreign competition and to meet the new demand of residents' consumption. It is also an important measure to optimize the agricultural industrial structure, realize agricultural efficiency and increase farmers' income. The important way to promote the construction of new socialist countryside and build a well-off society in an all-round way. Dalian's geographical location and natural environment are superior, the foundation of agricultural product brand construction is good, but because of the small spreading dynamics, the brand awareness is not high enough, and the strong agricultural product brand is less. Based on the study of the present situation and characteristics of Dalian agricultural products, this paper puts forward the corresponding strategies for the brand spread of Dalian agricultural products. In fact, brand communication is not only a simple advertising, but also a systematic and complex project, including market research, image design, advertising, sales promotion and so on. The brand communication research in this paper mainly includes two tasks: the content and the mode of communication, and puts forward a lot of detailed opinions and suggestions around the two tasks, in which the communication content involves product information, brand identification, brand positioning. Brand culture, communication methods are mainly interpersonal communication, mass communication, new media communication.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前1条
1 王寅;辽宁省地理标志农产品品牌传播研究[D];大连理工大学;2011年
，本文编号：2219809
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