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改革开放以来,我国农产品的产量不断扩大。但是,从1995年起,价格一直下降,特别是近几年,农民“卖难”问题经常出现。因此,当农产品由长期供不应求转变为阶段性供大于求后,为农产品寻求市场就成为农业发展的关键。在我国加入WTO、全球经济一体化的时期,面对相对饱和的国际、国内市场,要为我们的农产品寻找发展空间,品牌营销势在必行,刻不容缓。 所谓品牌,不仅仅是指一个名称、术语、标记或符号,还包括卖方为买方提供一系列产品服务的保证。品牌营销也不仅仅是推销和广告,它是通过创造产品和价值并与买方进行交换以获得所需的过程。没有好的品牌,就不可能在竞争中占据有利地位。国外一些优质高档农产品通过品牌营销,以相当好的价格在我国农产品市场获得了好销路。 农产品的品牌营销包括产品特色、包装、品牌和服务政策。山东省的农产品地方特色是很强的,但由于缺少产业化的商业营销操作,这些特色产品仅仅停留在初级销售的水平上。同时,让一些假冒伪劣产品有了可乘之机,使得山东名优特色农产品变得鱼龙混杂,声誉有所损害。要提高山东省的农产品竞争力,必须确立品牌战略。只有
Since the reform and opening up, China’s agricultural output has been expanding. However, since 1995, the price has been declining. Especially in recent years, problems of “hard selling” of peasants often appear. Therefore, when the agricultural products are transformed from long-term supply shortage to phased supply, the market for agricultural products has become the key to agricultural development. In the period of China’s accession to the WTO and global economic integration, in the face of relatively saturated international and domestic markets, it is imperative to find a space for development for our agricultural products. The so-called brand, not just refers to a name, term, tag or symbol, but also includes the seller to provide a series of products and services to the buyer’s guarantee. Branding marketing is more than just marketing and advertising; it is through the creation of products and values and the exchange with buyers to get the process they want. Without a good brand, it is impossible to take a favorable position in the competition. Some foreign high-quality high-grade agricultural products through brand marketing, with very good prices in China’s agricultural market has won a good market. Brand marketing for agricultural products includes product features, packaging, branding and service policies. The local characteristics of agricultural products in Shandong Province are very strong, but due to the lack of industrialized commercial marketing operations, these special products only stay at the level of primary sales. At the same time, so that some fake and shoddy products have the opportunity to make the famous specialty agricultural products in Shandong become a mixed bag, reputation has been harmed. To improve the competitiveness of agricultural products in Shandong Province, we must establish a brand strategy. only