农产品品牌经营的文化思考

详细信息

On Brand Management for Agriculture Products

1.
College of Economics and Business Administration, Fujian Agriculture and Forestry, Fuzhou, Fujian 350002, China;
2.
Economic Management Department, Fujian Radio & TV University, Fuzhou, Fujian 350003, China

摘要: 在全球竞争的新态势下,我国农产品在国内市场和国际市场将长期处于供给过剩和供给不足的双重矛盾之中,实施品牌策略是解决该问题的重要途径。在我国农村经济的发展过程中,已经创立了部分农产品品牌,但进一步分析发现,农产品品牌发展还存在不足。本文从文化的视角提出了进行农产品品牌经营的新思路。
- 农产品 /
- 品牌经营 /
- 文化视角
Abstract: Brand management has become an important option to solve the contradiction existing in China's current agriculture trade.On the one hand,surplus of agricultural commodities need market outlets.On the other hand,a serious undersupply of branded products hampers the market development.Although a few branded agricultural products have been created,developmental and promotional problems continue to muddle the trade.This paper proposes a culture-oriented approach to guide the brand management for the agricultural products.
- Agriculture products /
- brand management /
- culture-oriented approach