摘要
在新时代潮流,乡村振兴是推动中国经济大循环关键的一步,因此农业的推陈换新是进步的根本,不应局限于传统农业营销,更应该促使农业朝着新的营销模式发展。在“互联网+农业”的经济技术背景下,农产品品牌的建设是一个急需突破的问题,品牌不仅能突出产品的独特性,还应具备商业价值、有效拉近消费者与品牌间的心理距离以激发购买意愿。本文以打造“拟人化”农产品品牌作为切入点,分析品牌拟人化的定义、特征及对消费者购买意愿的影响。研究得出品牌拟人化的外在特性、内在特性、社会特性三个层面含义,并总结三个层面对消费者购买意愿带来的影响意义。并在此研究结论的基础上展望了未来的研究方向,期望对其他学者在农产品品牌拟人化和消费者购买意愿的研究上有所启发。
In the new era, rural revitalization is a key step to promote China’s economic cycle, so the promotion of agriculture is the fundamental progress, should not be limited to the traditional agricultural marketing, but should promote the development of agriculture towards a new marketing model. Under the economic and technological background of "Internet + agriculture",the construction of agricultural products brand is an urgent breakthrough problem. The brand can not only highlight the uniqueness of the product, but also should have commercial value and effectively narrow the psychological distance between consumers and the brand to stimulate the purchase intention. In this paper, the creation of "anthropomorphic" agricultural products brand as a starting point, analysis of brand anthropomorphic definition, characteristics and the influence of consumer purchase intention. The author studies the external characteristics, internal characteristics and social characteristics of brand personification, and summarizes the influence of these three aspects on consumers’ purchase intention. On the basis of this research conclusion, the future research direction is expected to inspire other scholars in the study of anthropomorphism of agricultural products brand and consumers’ purchase intention.
作者
刘雪梅
LIU Xuemei(School of Business Administration,Chongqing Technology and Business University,Chongqing 400067)
出处
《现代农业研究》
2023年第1期14-17,共4页
Modern Agriculture Research
关键词
农产品品牌拟人化
品牌拟人化特征
购买意愿
agricultural products brand personification
brand anthropomorphic characteristics
willingness to buy
