品牌理论及农产品品牌化战略理论综述

在西方,品牌理论的系统性研究始于20世纪50年代。伴随着理论的发展和实践的运用,品牌建设与管理在营销学甚至在整个管理学范畴中的地位不断提高,表现出强大的生命力。我国对品牌理论的研究却巧合地与“三农”大潮不期而遇,品牌化战略为低质低效农业带来了希望的曙光。简要回顾了西方品牌理论发展历程,以及综合阐述了我国学者基于国情对农业农产品品牌化战略的研究成果。

A Summary of Brand Theory and the Brand Strategy Theory of Farm Product

The systematic study of the brand theory began in 1950s in the West.Along with the development of the theory and practice,brand construction and management has taken a more and more important status in Marketing and even in Management,demonstrating great vatality.Coincidently,although the study of brand theory in China is still young,it happens to meet the tide of the three issues of countryside,agriculture and farmers.The brand strategy has brought the agriculture of China,which is comparatively poor in efficiency and quality,a ray of hope.This paper briefly reviews the development of the brand theory in the West,as well as a comprehensive picture of the study achievement based on China's particular reality in brand strategy of agriculture and its products.