农产品品牌营销路径研究

THE STUDY ON THE PATHS OF BRAND MARKETING OF AGRICULTURAL PRODUCTS

关键词:  农产品 品牌营销 可持续发展 农业产业结构调整 生态农业

Key words:  agricultural products  brand marketing  sustainable development  agricultural industrial structure adjustment  ecological agriculture

摘要:

农产品品牌营销作为一种新型的市场营销模式，对我国农产品增强国际竞争力，拓展国际市场，走向世界具有重要的促进作用。文章通过文献查阅及实地调研，在农产品市场需求和供给市场方面阐述了农产品品牌营销的必要性，通过对国内外品牌营销模式（文中论述的是“国外品牌特性以及我国品牌营销路径研究进程”）的了解，详细阐述了我国农产品营销中存在的主要问题，并在此基础上提出了具有针对性的建议，例如加大科技投入，强化政府引导，因地制宜发展优势农业，加强宣传等手段，以期为我国农产品品牌营销提供一定理论指导及实践借鉴。

Abstract:

How to speed up the agricultural industrial structure adjustment is of great significance tothe economic sustainable and healthy development of Chinese agriculture.As a new marketing model，brand marketing of agricultural products can play an important role in enhancing the agricultural products international competitiveness，expanding the international market，and going towards the world for China′s agricultural products.In this study，based on the relevant literature study and field research，the situation and problems of agricultural product marketing were analyzed.And on the basis of systematic analysis of China′s agricultural brand marketing paths，and combined with the foreign advanced marketingtactics of agricultural products，it analyzed and summed up the main problems existing in the marketing of agricultural products in China at present.Some suggestions targeted agricultural products in China were put forward，such as increasing investments in technology，strengthening government guidance，adjusting measures to local conditions to develop the advantages of agriculture，and strengthening the propaganda，etc.which will provide some theoretical and practical reference for brand marketing of agricultural products.