论农产品品牌文化营销.docVIP

内容摘要 随着我国市场经济的发展,农产品市场化程度的进一步提高,农产品的竞争性也表现得越来越明显。农产品怎样更好地走向市场,才能使生产经营者获得满意的利润与提高生产经营的积极性,成为值得关注与研究的问题。实践证明,品牌化经营是实现农产品差异化经营的必要手段,品牌农产品不仅能够有效提高产品的竞争力,而且往往能够给经营者带来稳定可观的利润.越来越多的企业及农业合作经济组织已开始关注品牌。 与此同时，消费者的需求正呈现多样化,不仅追求物质需求的满足,而且也追求心理需求的满足。品牌可以使消费者对品牌产生信赖感,文化则有助于增强消费者的认同感,品牌与文化的耦合,使品牌价值易于得到实现,并且在一定程度上获得倍加与放大效应。充分发挥文化的作用,可以更好地为农产品走向市场服务并有助于创造经营的佳绩。 本文研究的基本思路是，通过对农产品品牌相关文献的梳理以及对农产品品牌发展现状的分析，提出文化在农产品品牌构建中的作用与价值；并针对农产品品牌文化营销中存在的问题提出相应的解决方法和对策。 关键词：农产品；品牌；文化营销 Abstract With the development of market economy of our country, market-oriented agricultural products increase furtherly, which have also become competitive apparently. It has been a big problem about how to get into the market for agricultural products well, so as to attain more profits to companies. It has been proved that branding is necessary means to realize the differentiated operation for agricultural products, branding products not only can effectively improve competitiveness, but also bring substaintial profits. More and more enterprises and agricultural economic cooperation organizations have begun to pay attention to brands. Meanwhile, the demand of consumer is diversified, who are pursuing for the demand of material as well as psychological. Brand can make consumers produce trust, and culture can enhance identity, brand value is implemented in a certain extent and gain more amplification effect through a combination with culture. By means of culture, it helps to get into the market for agriculture and creat greater successes. The basic thinking and logic of this research is to propose the value and role of culture in the course of agricultural brand-building through the related literature and analysis of the current development of agricultural brand,then put forward the influence and value of culture in the construction of agricultural brand;and put forward solutions for the problems existing in the brand culture marketing. Key words: agricultural products; brand; brand culture marketing 目 录 一、相关概念