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摘要】 我国的农产品种类繁多，是我国经济生活中的基本供应品，在国内外贸易中，产品不仅面临国内市场的竞争，而且面临着国际市场的竞争。能否在同国内外同类产品的竞争过程中脱颖而出，取得市场竞争的优势地位，很大程度上还要看产品的品牌；也就是说市场竞争不只是产品的竞争，更是品牌的竞争。我国的原产地标志保护工作还处于比较落后的阶段，中国加入WTO后,中国农业的发展,特别是农产品市场的发展面临着新的机遇和挑战。新形势下的中国农业出路何在? 走农产品品牌营销之路的观点已经达成共识。政府也出台优惠政策、引导方针,大力发展高科技农业生态园、绿色农业示范基地。在良好的环境下,研究我国农产品如何走品牌营销之路具有十分重要的现实指导意义。制定并实施有效的农产品品牌推广策略是农产品品牌建设的重点之一。综合考虑农产品的类型特点、农产品市场生命周期及农产品推广预算，整合广告、促销、公关和人员推销策略，是农产品品牌推广的关键所在。 【关键字】 农产品 品牌推广 决策因素 策略组合 |
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Summary of a wide range of agricultural products in China, is China's economic life, the basic supplies, trade at home and abroad, the product is not only facing competition in the domestic market, but faces competition in the international market. Whether domestic and foreign similar products in the same competition in the process come to the fore, to obtain the dominant position of market competition, to a large extent depends on the brand name products; in other words not only competition in the market competitiveness of our products even more competitive brand. Marks the origin of China's protection work is still in the relatively backward stage, China's accession to the WTO, China's agricultural development, especially in the development of markets for agricultural products are facing new opportunities and challenges. Under the new situation of China's agricultural prospects for that? Walk the road of brand marketing of agricultural point of view has been reached. Government has introduced preferential policies to guide the approach to develop high-tech agro-ecological park, a green agricultural demonstration bases. In a good environment to study how China's agricultural products follow the road of brand marketing is very important guiding significance to the reality. Develop and implement an effective branding strategy for agricultural products is the focus of agricultural products, one of brand building. Considering the type of characteristics of agricultural products, agricultural products and agricultural products market to promote the life cycle of the budget, integrated advertising, promotions, public relations and marketing strategy officer, is the key to the promotion of agricultural products where the brand. 【Keywords】 agricultural decision-making factor in branding strategy combination |
2楼2009-06-05 21:50:33