从雁门清高看山西土特农产品文化营销之道

雁门清高是山西本土近几年快速崛起的一个农产品品牌,主要是苦荞系列产品。公司通过在品牌命名、品牌设计、品牌故事和品牌传播等方面注入文化元素来拉动产品销售,通过独特的品牌个性塑造和品牌形象传播引起了消费者情感上的共鸣,满足了消费者的文化需求,在竞争激烈的农产品市场中另辟蹊径。在详细分析雁门清高成功营销的基础上,针对山西土特农产品营销实际,从文化营销的角度提出了五点建议措施,希望能够为山西土特农产品企业提供一个新的营销思路。

Cultural Marketing Strategies of Shanxi Agricultural Products

Yanmen Lofty,a brand of buckwheat tea in Shanxi,develops rapidly in recent years.Its sales are boosted by injecting cultural strategies,such as brand naming,brand design,brand story and brand communication.It also has struck consumers’ emotional chord with unique brand personality and image.These cultural strategies not only meet the needs of consumers,but also help finding new ways to confront the fierce competition in agricultural market.In the paper,based on the specific analysis of successful marketing of Yanmen Lofty and the actual condition of Shanxi agricultural products,five suggestions are put forward from the cultural perspective,which is helpful for agricultural enterprises to have some new marketing ideas.