农产品品牌化过程中的营销困境与对策
摘要
随着全球经济一体化的深入发展和消费者对生活品质要求的不断提升，农产品市场竞争日益激烈。传统的农产品销售模式已难以满足市场需求，品牌化成为提升农产品附加值、增强市场竞争力的重要手段。然而，农产品品牌化过程中仍面临诸多挑战，如品牌定位不清、传播受限、维护困难以及合作与延伸障碍等。这些问题不仅影响了农产品品牌的成长和发展，也制约了农业产业的升级与可持续发展。本文旨在研究农产品品牌化过程中的营销困境与对策。首先，概述了品牌理论、农产品营销理论以及市场营销组合理论等相关理论基础，为后续研究提供理论支撑。随后，分析了农产品品牌化在提升产品附加值与市场竞争力、增强消费者信任与忠诚度以及推动农业产业升级与可持续发展等方面的重要作用。进而，深入剖析了农产品品牌化过程中面临的品牌定位不清、传播受限、维护困难以及合作与延伸障碍等营销困境。针对这些困境，本文提出了相应的营销对策，包括明确品牌定位与差异化策略、拓宽品牌传播渠道与深化品牌故事、加强品牌维护与危机管理以及优化供应链合作与品牌延伸策略等。通过本研究，旨在为农产品企业在品牌化过程中提供有益的参考和借鉴，促进农业产业的健康发展。
关键词：农产品品牌化；营销困境；品牌定位
Abstract
With the deepening development of global economic integration and the continuous improvement of consumers' requirements for quality of life, the competition in agricultural products market is increasingly fierce. The traditional sales model of agricultural products has been difficult to meet the market demand, and branding has become an important means to enhance the added value of agricultural products and enhance the market competitiveness. However, there are still many challenges in the process process of agricultural products products, such as unclear brand positioning, limited communication, maintenance difficulties and obstacles to cooperation and extension. These problems not only affect the growth and development of agricultural products brands, but also restrict the upgrading and sustainable development of agricultural industry. This paper aims to study the marketing dilemma and countermeasures in the process of agricultural products branding. First of all, the brand theory, agricultural products marketing theory and marketing combination theory to summarize the theoretical basis to provide theoretical support for subsequent research. Subsequently, the important role of agricultural products branding in enhancing the added value of products and market competitiveness, enhancing consumer trust and loyalty, and promoting the upgrading and sustainable development of agricultural industry is analyzed. Furthermore, this paper deeply analyzes the marketing difficulties such as unclear brand positioning, limited communication, maintenance difficulties and cooperation and extension obstacles faced in the process of agricultural products branding. In view of these difficulties, this paper puts forward corresponding marketing countermeasures, including clarifying brand positioning and differentiation strategy, broadening brand communication channels and deepening brand story, strengthening brand maintenance and crisis management, and optimizing supply chain cooperation and brand extension strategy, etc. Through this study, the aim is to provide useful reference and reference for agricultural products enterprises in the process of branding, and promote the healthy development of agricultural industry.
Keywords： Branding of agricultural products; marketing dilemma; brand positioning
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的和内容 2
二、相关理论概述 3
（一）品牌理论 3
（二）农产品营销理论 3
（三）市场营销组合理论 3
三、农产品品牌化的作用 5
（一）提升产品附加值与市场竞争力 5
（二）增强消费者信任与忠诚度 5
（三）推动农业产业升级与可持续发展 5
四、农产品品牌化过程中的营销困境 6
（一）品牌定位不清 6
（二）品牌传播受限 6
（三）品牌维护困难 6
（四）品牌合作与延伸障碍 7
五、农产品品牌化过程中的营销对策 8
（一）明确品牌定位与差异化策略 8
（二）拓宽品牌传播渠道与深化品牌故事 8
（三）加强品牌维护与危机管理 9
（四）优化供应链合作与品牌延伸策略 9
结 论 11
参考文献 12
摘要
随着全球经济一体化的深入发展和消费者对生活品质要求的不断提升，农产品市场竞争日益激烈。传统的农产品销售模式已难以满足市场需求，品牌化成为提升农产品附加值、增强市场竞争力的重要手段。然而，农产品品牌化过程中仍面临诸多挑战，如品牌定位不清、传播受限、维护困难以及合作与延伸障碍等。这些问题不仅影响了农产品品牌的成长和发展，也制约了农业产业的升级与可持续发展。本文旨在研究农产品品牌化过程中的营销困境与对策。首先，概述了品牌理论、农产品营销理论以及市场营销组合理论等相关理论基础，为后续研究提供理论支撑。随后，分析了农产品品牌化在提升产品附加值与市场竞争力、增强消费者信任与忠诚度以及推动农业产业升级与可持续发展等方面的重要作用。进而，深入剖析了农产品品牌化过程中面临的品牌定位不清、传播受限、维护困难以及合作与延伸障碍等营销困境。针对这些困境，本文提出了相应的营销对策，包括明确品牌定位与差异化策略、拓宽品牌传播渠道与深化品牌故事、加强品牌维护与危机管理以及优化供应链合作与品牌延伸策略等。通过本研究，旨在为农产品企业在品牌化过程中提供有益的参考和借鉴，促进农业产业的健康发展。
关键词：农产品品牌化；营销困境；品牌定位
Abstract
With the deepening development of global economic integration and the continuous improvement of consumers' requirements for quality of life, the competition in agricultural products market is increasingly fierce. The traditional sales model of agricultural products has been difficult to meet the market demand, and branding has become an important means to enhance the added value of agricultural products and enhance the market competitiveness. However, there are still many challenges in the process process of agricultural products products, such as unclear brand positioning, limited communication, maintenance difficulties and obstacles to cooperation and extension. These problems not only affect the growth and development of agricultural products brands, but also restrict the upgrading and sustainable development of agricultural industry. This paper aims to study the marketing dilemma and countermeasures in the process of agricultural products branding. First of all, the brand theory, agricultural products marketing theory and marketing combination theory to summarize the theoretical basis to provide theoretical support for subsequent research. Subsequently, the important role of agricultural products branding in enhancing the added value of products and market competitiveness, enhancing consumer trust and loyalty, and promoting the upgrading and sustainable development of agricultural industry is analyzed. Furthermore, this paper deeply analyzes the marketing difficulties such as unclear brand positioning, limited communication, maintenance difficulties and cooperation and extension obstacles faced in the process of agricultural products branding. In view of these difficulties, this paper puts forward corresponding marketing countermeasures, including clarifying brand positioning and differentiation strategy, broadening brand communication channels and deepening brand story, strengthening brand maintenance and crisis management, and optimizing supply chain cooperation and brand extension strategy, etc. Through this study, the aim is to provide useful reference and reference for agricultural products enterprises in the process of branding, and promote the healthy development of agricultural industry.
Keywords： Branding of agricultural products; marketing dilemma; brand positioning
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的和内容 2
二、相关理论概述 3
（一）品牌理论 3
（二）农产品营销理论 3
（三）市场营销组合理论 3
三、农产品品牌化的作用 5
（一）提升产品附加值与市场竞争力 5
（二）增强消费者信任与忠诚度 5
（三）推动农业产业升级与可持续发展 5
四、农产品品牌化过程中的营销困境 6
（一）品牌定位不清 6
（二）品牌传播受限 6
（三）品牌维护困难 6
（四）品牌合作与延伸障碍 7
五、农产品品牌化过程中的营销对策 8
（一）明确品牌定位与差异化策略 8
（二）拓宽品牌传播渠道与深化品牌故事 8
（三）加强品牌维护与危机管理 9
（四）优化供应链合作与品牌延伸策略 9
结 论 11
参考文献 12
