摘要
为提高网络社群视角下农产品品牌的营销效果,本文概述了网络社群视角下农产品品牌营销的必要性,分析了当前我国农产品品牌营销的现状,目前主要存在三方面的问题:受制于传统观念,营销模式无法适应品牌建设需要;形式化特征明显,农产品缺乏品牌价值;品牌推广力不够,农产品新营销渠道开发不足。最后探析了网络社群视角下农产品品牌营销策略:深挖农产品的品牌文化,强化产品内在核心竞争力;开展多元网络社群营销,提升品牌影响力和知名度;注重网络社群情感建设,提高消费者农产品的品牌忠诚度。
In order to improve the marketing effect of agricultural products brand from the perspective of network community,the article outlines the necessity of marketing brand marketing of agricultural products from the perspective of network community,and analyzes the current status of China's agricultural product brand marketing.At present,there are three main problems:subject to traditionally,the marketing model cannot adapt to the needs of brand building;the formal characteristics are obvious,the lack of brand value of agricultural products;the lack of brand promotion,and the lack of development of new marketing channels for agricultural products.Finally,the article analyzes the brand marketing strategy of agricultural products from the perspective of network community:deepen the brand culture of agricultural products,strengthen the core competitiveness of products;carry out multi-network community marketing,enhance brand influence and popularity;pay attention to the emotional construction of online communities,improve Brand loyalty of consumer agricultural products.
作者
刘文娟
LIU Wen-juan(Department of economics and trade,Huainan,232007 Anhui,China)
出处
《贵阳学院学报（自然科学版）》
2020年第1期34-37,共4页
Journal of Guiyang University：Natural Sciences
基金
2017年安徽省高校人文社会科学重点项目:“互联网+”背景下农村电子商务发展模式研究(项目编号:SK2017A0723)
2017年安徽省质量工程省级一般教学研究项目:供给侧改革背景下电子商务专业“工学交替”人才培养模式探究(项目编号:2017jyxm0756)。
关键词
网络社群
农产品
品牌营销
online community
agricultural products
brand marketing
