| 从品牌个性角度论农产品品牌结构塑造方法 |
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| 引用本文： | 戴程,杨建州.从品牌个性角度论农产品品牌结构塑造方法[J].辽东学院学报(社会科学版),2013(2):103-107. |
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| 作者姓名： | 戴程 杨建州 |
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| 作者单位： | 福建农林大学经济与管理学院;闽江学院 |
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| 基金项目： | 教育部青年基金项目(11YJC860007);福建省教育厅人文社科杰出青年项目(JA12252S) |
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| 摘 要： | 农产品品牌建设中,品牌个性对品牌结构起到了导向性作用。品牌个性偏重"仁"智"雅"时,采取单一品牌结构模式较好;品牌个性偏重"勇"乐"时,采取多品牌结构模式较为适宜。农产品品牌不同于普通商品品牌的特点众多,绿色、环保、地理保护、有机等概念都在左右着品牌个性的塑造,品牌结构设置因此要更多的考虑这些品牌的个性特点,在此基础上建立起来的品牌结构才更科学。
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| 关 键 词： | 品牌个性 农产品品牌 品牌结构 |
How to Build Brand Architecture of Agricultural Products:a Method in Perspective of Brand Specificity |
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| DAI Cheng,YANG Jian-zhou.How to Build Brand Architecture of Agricultural Products:a Method in Perspective of Brand Specificity[J].Journal of Liaodong University :Social Sciences,2013(2):103-107. |
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| Authors: | DAI Cheng YANG Jian-zhou |
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| Institution: | 1(1.College of Economics and Management,Fujian Agriculture and Forestry University,Fuzhou 350001,China; 2.Minjiang University,Fuzhou 350001,China) |
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| Abstract: | In brand construction of agricultural products,brand specificity plays as guidance in building the brand architecture.If the brand specificity lays particular stress on "benevolence","wisdom"and "elegant",a monolithic brand architecture is suitable;while if the brand specificity lays particular stress on "courage"and "joy",a branded architecture is suitable.Different from normal products,concepts such as greenness,environment protection,geographical protection and organic food affect the brand construction of agricultural products.Accordingly,attention should be paid to these specific features in building the brand structure. |
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| Keywords: | brand specificity brand of agricultural product brand architecture |
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