农特产品品牌形象建构初探

农特产品是一种特殊的产品，体现在名气较大，与传统文化关系密切，涉及范围广泛，与农民生活息息相关等方面。从品牌形象的角度着手，提出对农特产品进行品牌形象建构。针对农特产品中普遍存在的品牌老化、品牌形象设计水平较低、不重视品牌经营等问题提出对品牌形象建设要有长期规划，深入挖掘农特产品的传统文化因素进行整体形象设计，在推广与宣传方面采用企业＋基地＋农户的模式，群策群力，搞好农特产品品牌形象的经营工作，为农特产品产业化及市场开拓做出贡献。参10

Developing brand images for agricultural products

Agricultural products are specialty goods that are characterized by high popularity as well as a by having a close relationship to traditional culture and the daily life of farmers. This paper discusses the importance of developing brand images for agricultural products. To solve prevalent problems, such as out of date brands, poor brand image design, and a lack of concern about brand development, plus to facilitate marketing of agricultural products, brand images should be created bearing in mind long term effects. Traditional cultural associations linked to the agricultural products should be used for an integrated image design, and promotion and dissemination of the products should incorporate the joint efforts of enterprise, large-scale farms, and farm householders, Ch, 10 ref. ]