基于扎根理论的推广导向对品牌成长的作用机理模型的研究-以农技人员的农资产品推广为例.pdfVIP

基于扎根理论的推广导向对品牌成长的作用机理模型研究 —以农技人员的农资产品推广为例 李婷婷 1,2，李艳军 1,2 （1.华中农业大学经济管理学院；2.湖北省农村发展研究中心 湖北武汉 430070 ） 摘要：品牌是竞争性市场中企业成败的关键，产品是品牌的核心，产品推广能够在消费者记忆中树立品牌 形象，引发消费者正面的品牌判断和感受，从而推动品牌成长。作为第三方担保代言人，农技人员所涉及 的“新品种、新化肥、新农药”的推广工作，对于农资品牌的扩散和成长有着不可忽视的作用。本文立足 农资品牌成长的特定环境，从农技基层推广人员的视角出发，运用规范的扎根理论研究方法，归纳了农技 人员农资产品推广的市场导向和政策导向，以及不同推广导向下形成的不同类型产品推广方式；探究了影 响推广导向和品牌成长关系的关键因素，构建了农资产品推广导向对农资品牌成长的作用机理模型。本研 究为深入探讨中国特殊背景下的农技人员农资产品推广导向，以及在此基础上归纳的推广导向和品牌成长 关系提供了一定的理论依据和研究框架，以期在实践上为促进农资品牌推广和推动农资品牌成长提供指导 贡献。  关键词：推广导向； 产品推广方式；  品牌成长； 扎根理论  A Research on the Mechanism Model of Promotion-oriented and Brand Growth: Based on Grounded Theory LI Ting-ting1,2, LI Yan-jun1,2 （1.School of Economics and Management, Huazhong Agricultural University; 2.Hubei Province Rural Development Research Center Wuhan 430070, China ） Abstract: Brand is so critical to the success of enterprises in the competitive market, product is the core of the brand, product promotion to set up the brand image in consumer memory, cause consumer positive brand judgments and feelings, then promote the brand grow. In the new agri-product promotion, agricultural technology personnel as a third party security spokesman, has the assignable effect for agricultural capital proliferation and growth of the brand. Based on the specific environment of agri-product, this paper from the perspective of the basic-level agro-technique extension personnel, using the standard method of grounded theory, summarizes the market-oriented and policy-oriented of the agricultural extension personnel, and the promotions formed under different types of product promotion-oriented; Explores the key factors influencing the relationship between promo