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中国农学通报

中国农学通报 ›› 2010, Vol. 26 ›› Issue (24): 416-420.

• 农业传媒 • 上一篇    下一篇

基于传播学视角的我国农产品品牌培育研究

黄修杰   

  • 收稿日期:2010-05-25 修回日期:2010-07-06 出版日期:2010-12-20 发布日期:2010-12-20

Research on nurturing the brand of of our agricultural products, basing on the visual of Communicology

  • Received:2010-05-25 Revised:2010-07-06 Online:2010-12-20 Published:2010-12-20

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摘要：

内容摘要：随着农产品市场竞争的日益加剧，农产品的品牌研究日益受到关注。本文基于传播学视角，从我国农产品品牌的现状和必要性出发，深入剖析当下农产品品牌存在的突出问题，包括品牌传播的难度、层次、理念及方式等。针对这些问题，文章提出了广告运用、公共关系、网络推广、实地体验推广及终端推广等品牌营销策略。

关键词: 小麦叶锈, 小麦叶锈, TcLr38, NBS-LRR, 抗病基因同源序列。

Abstract:

Abstract: Research of farm produce brand takes more and more attentions today along with the rapid competition in the produce market. The outstanding problem of produce brand existence will be analyzed based on communication theory in the research. It is from the angle of the present situation and necessity of produce in China, and including the difficulty, arrangement, idea and strategies in propagating brand. To these issues, the marketing strategies of advertising, public relations, internet promotion, experiencing on the spot promotion and terminal promotion will be raised in the research.