-
摘要: 虽然农特产品已进入快速发展期,但是今日多数农特产品品牌仍处于无品牌或弱品牌阶段,相对于商业品牌建构而言,无论是数量还是质量都远远落在后面。有鉴于此,从商业设计的角度提出农特产品品牌形象可分为区域品牌形象建构与企业品牌形象建构。对于区域品牌建构由政府与行业协会主导设计开发整套品牌形象规范,并承担品牌推广责任。企业品牌形象又可分为中、低端品牌形象与高端品牌形象,前者可借助区域品牌进行发展,后者是区域品牌的杰出代表,应强调企业品牌个性,通过新产品新技术的研发,申请绿色食品与有机产品认证,采用生态设计理念建构高端品牌形象,培养高端消费群体。参11Abstract: Although the brand building of special local produces has entered a rapid development period, today the majority of special local produces have weak brands or no brands. Both the quantity and quality of brands of special local produces are lag behind that of commercial brands. This paper gives the idea that the brand images building of special local produces consist of regional brand image building and corporate brand image building from a perspective of commercial design. As to the regional brand building, the local governments and the industry associations should take the leading responsibility for building the full set of brand image standards and the brands promotion. The corporate brand image can be divided into middle-end, low-end and high-end brands images. The former two brands can be developed by the image of regional brand. The later is the representative of regional brand. As to the high-end brands,brand personality should be emphasized and use the ecological design idea to build the high-end brand image and to develop high-end consumers. [Ch,11 ref.]
-
Key words:
- special local produce /
- brand image /
- brand building /
- regional brand /
- corporate brand
-
-
链接本文:
https://zlxb.zafu.edu.cn/article/doi/10.11833/j.issn.2095-0756.2011.05.018

计量
- 文章访问数: 3569
- HTML全文浏览量: 327
- PDF下载量: 1629
- 被引次数: 0