【摘要】：文化是品牌發(fā)展的利器,為此在發(fā)展區(qū)域農(nóng)產(chǎn)品品牌過(guò)程中應(yīng)重視對(duì)文化的挖掘與運(yùn)用。本文在分析區(qū)域農(nóng)產(chǎn)品品牌與文化結(jié)合的可能及必然性基礎(chǔ)上,以臨沂地區(qū)紅色文化為例,從產(chǎn)品品牌、包裝及故事營(yíng)銷等環(huán)節(jié)論述了應(yīng)如何加以結(jié)合,繼而探討了這種結(jié)合的前景,并提出相關(guān)對(duì)策建議,以期對(duì)區(qū)域農(nóng)產(chǎn)品品牌的文化構(gòu)建予以積極促進(jìn)。
[Abstract]:Culture is the sharp weapon of brand development, so we should pay attention to the excavation and application of culture in the process of developing regional agricultural product brand. On the basis of analyzing the possibility and inevitability of the combination of regional agricultural product brand and culture, taking the red culture of Linyi area as an example, this paper discusses how to combine it from the aspects of product brand, packaging and story marketing. Then it discusses the prospect of this combination and puts forward relevant countermeasures and suggestions in order to actively promote the cultural construction of regional agricultural product brand.
【作者單位】： 臨沂大學(xué);
【基金】：臨沂大學(xué)博士科研啟動(dòng)基金項(xiàng)目“基于紅色文化的區(qū)域農(nóng)產(chǎn)品品牌構(gòu)建研究——以臨沂為例”階段研究成果
【分類號(hào)】：F323.5
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本文編號(hào)：2404062