【摘要】： 品牌作為市場經(jīng)濟(jì)的產(chǎn)物,已經(jīng)成為經(jīng)濟(jì)生活中被提及頻率最高的詞匯之一,也是一個(gè)企業(yè)、一個(gè)地區(qū)乃至一個(gè)國家經(jīng)濟(jì)實(shí)力的重要標(biāo)志,有著“經(jīng)濟(jì)原子彈”的稱號(hào)。 農(nóng)產(chǎn)品作為日常消費(fèi)品,與人們的生活密切相關(guān)。隨著供不應(yīng)求的短缺時(shí)代的結(jié)束,農(nóng)產(chǎn)品的銷售難問題也日益突出。因此,發(fā)展農(nóng)產(chǎn)品品牌是順應(yīng)市場導(dǎo)向變化、應(yīng)對國內(nèi)外競爭、迎合居民消費(fèi)新需求的重要措施,也是優(yōu)化農(nóng)業(yè)產(chǎn)業(yè)結(jié)構(gòu)、實(shí)現(xiàn)農(nóng)業(yè)增效和農(nóng)民增收,促進(jìn)社會(huì)主義新農(nóng)村建設(shè)和全面建設(shè)小康社會(huì)的重要途徑。 大連地理位置、自然環(huán)境都比較優(yōu)越,農(nóng)產(chǎn)品品牌建設(shè)的基礎(chǔ)良好,但由于傳播力度小,因此品牌的知名度還不夠高,強(qiáng)勢農(nóng)產(chǎn)品品牌較少。本文通過對大連農(nóng)產(chǎn)品現(xiàn)狀和特點(diǎn)的研究,對大連農(nóng)產(chǎn)品的品牌傳播提出了相應(yīng)的策略。事實(shí)上,品牌傳播并不僅僅是做廣告那么簡單,而是一項(xiàng)具有系統(tǒng)性、復(fù)雜性的工程,包括前期的市場調(diào)研、形象設(shè)計(jì)、投放期的廣告宣傳、銷售促進(jìn)等多方面的工作。本文研究的品牌傳播主要包括兩部分任務(wù)：傳播內(nèi)容和傳播方式,并圍繞兩部分任務(wù)分別提出了很多細(xì)致的意見和建議,其中傳播內(nèi)容涉及產(chǎn)品信息、品牌識(shí)別、品牌定位、品牌文化等,傳播方式則主要有人際傳播、大眾傳播、新媒體傳播等。
[Abstract]:As a product of market economy, brand has become one of the most frequently mentioned words in economic life. It is also an important symbol of economic strength of an enterprise, a region or even a country, and has the title of "economic atomic bomb". Agricultural products, as daily consumer goods, are closely related to people's lives. With the end of the shortage era, the problem of selling agricultural products has become increasingly prominent. Therefore, the development of agricultural product brand is an important measure to adapt to the change of market orientation, to cope with the domestic and foreign competition and to meet the new demand of residents' consumption. It is also an important measure to optimize the agricultural industrial structure, realize agricultural efficiency and increase farmers' income. The important way to promote the construction of new socialist countryside and build a well-off society in an all-round way. Dalian's geographical location and natural environment are superior, the foundation of agricultural product brand construction is good, but because of the small spreading dynamics, the brand awareness is not high enough, and the strong agricultural product brand is less. Based on the study of the present situation and characteristics of Dalian agricultural products, this paper puts forward the corresponding strategies for the brand spread of Dalian agricultural products. In fact, brand communication is not only a simple advertising, but also a systematic and complex project, including market research, image design, advertising, sales promotion and so on. The brand communication research in this paper mainly includes two tasks: the content and the mode of communication, and puts forward a lot of detailed opinions and suggestions around the two tasks, in which the communication content involves product information, brand identification, brand positioning. Brand culture, communication methods are mainly interpersonal communication, mass communication, new media communication.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王寅;遼寧省地理標(biāo)志農(nóng)產(chǎn)品品牌傳播研究[D];大連理工大學(xué);2011年

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本文編號(hào)：2219809