国际中文开源期刊平台

浅析农业科学发展战略视域下农产品品牌建设机制及其营销策略研究

Research on Brand Building Mechanism and Marketing Strategy of Agricultural Products from the Perspective of Agricultural Scientific Development Strategy

农业科学进展 / 2022,4(2)：48-55 / 2022-06-02 357 423

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• 作者： 许广宇      田明     
• 单位：

  重庆文理学院林学院，重庆
  

• 关键词： 农产品品牌；品牌建设机制；品牌营销；策略
• Agricultural products brand; Brand building; Brand marketing; Strategy
• 摘要： 农产品品牌建设与开发，是农产品企业推进农产品规模化、标准化、专业化生产、开发、销售的重要途径。全面阐述了农产品品牌建设及其营销的内涵，论述了加强农产品品牌建设的必要性，对农产品品牌建设及其营销策略现状及其存在的问题着手进行了详细分析，针对性地提出了科学构建农产品品牌建设的运行机制及其营销策略，这为指导企业走向科学化的发展道路，为我国农业实现科学发展战略作出了创造性的探索。
• The construction and development of the brand of agricultural products, is an important way to promote the agricultural scale, standardization, specialization of production, development, sales of agricultural product enterprises. This paper expounds the connotation of agricultural product brand building and marketing, discusses the necessity of strengthening the agricultural product brand building, the present situation, analyzes the existence of agricultural product brand building and marketing strategy problems, and proposes the scientific construction of operating mechanism of agricultural product brand building and marketing strategy, which guides enterprises to take the scientific development path and makes creative exploration for China’s agriculture to realize the scientific development strategy.
• DOI： https://doi.org/10.35534/aas.0402005c
• 引用： 许广宇，田明．浅析农业科学发展战略视域下农产品品牌建设机制及其营销策略研究［J］．农业科学进展，2022，4（2）：48-55．