引用本文:潘井凯,刘畅.绿色农产品的品牌定位与市场营销战略分析[J].农业科研经济管理,2022,(1):34-37
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绿色农产品的品牌定位与市场营销战略分析
潘井凯1,2,刘畅1,2
1.甘肃农业大学管理学院,兰州 730000;2.东北农业大学经济管理学院,黑龙江哈尔滨 150000
摘要:
绿色农产品能够充分符合当前市场的发展需求,同时还能够满足消费者在健康、绿色食品方面的要求,若想真正促进绿色农产品的发展则势必要从品牌和营销两部分着手为其提供助力。为了进一步了解绿色农产品未来的发展方向,文章简略阐述了绿色农产品品牌定位的出发点和实施策略,并从观光旅游模式的应用、强化线下品牌推广以及基于绿色营销观的线上营销几方面内容着手对基于绿色农产品品牌定位的市场营销战略进行了详细分析。
关键词:  绿色农产品  品牌定位  市场营销
DOI:10.7621/cjarrp.1005-9121.20220107
分类号:
基金项目:
BRAND POSITIONING AND MARKETING STRATEGY ANALYSIS OF GREEN AGRICULTURAL PRODUCTS
Pan Jingkai1,2, Liu Chang1,2
1.College of Management, Gansu Agricultural University,Lanzhou 730000, Gansu;2.College of Economics and Management, Northeast Agricultural University, Harbin 150000, Heilongjiang
Abstract:
Green agricultural products can fully meet the development needs of the current market, but also meet the requirements of consumers in health and green food. To really promote the development of green agricultural products, it is bound to improve them from the two parts of brand and marketing. In order to further understand the future development direction of green agricultural products, this article briefly expounded the starting point and implementation of green agricultural brand positioning strategy, and made a detailed analysis of the marketing strategy based on green agricultural product brand positioning from the aspects of the application of tourism mode, strengthening offline brand promotion and online marketing based on green agricultural brand positioning.
Key words:  green agricultural products  brand positioning  marketing