摘    要

中国的农产品电商市场前景十分广阔，国家政策十分支持农产品电商的发展，全力推进农产品电商品牌的构建。本文通过对农业产业集群背景下的农产品电商区域品牌构建现状及问题进行研究，从而提出合理有效的品牌构建策略。从目前的情况来看，农产品电商品牌构建过程中存在着品牌认证打架、产品品质不高、品牌影响力不足等问题，本文以基于顾客价值创造的品牌创建理论为基础，通过文献研究与数据分析等方法，提出精准农产品品牌定位，国家做好农产品品牌顶层设计，区域品牌所有者做好农产品电商区域品牌的传播和保护，整合线上线下资源，打造品牌系统工程的农业产业集群农产品电商区域品牌构建策略，从而给各地农产品电商区域品牌构建提供参考，希望能促进各地农业经济更好的发展。89926

Abstract：China's agricultural products electricity market prospects are very broad, the national policy is very supportive of the development of agricultural products, to promote the construction of agricultural products business brand。 This paper studies the current situation and problems of regional brand building of agricultural products in the background of agricultural industry cluster, and puts forward a reasonable and effective brand building strategy。 In the present situation, there are some problems such as brand certification fighting, product quality is not high and brand influence is insufficient in the process of constructing commercial brand of agricultural products。 Based on the brand creation theory based on customer value creation, this paper is based on literature research and data Analysis and other methods, put forward the positioning of precision agricultural products, the country to do the top design of agricultural products brand, regional brand owners do a good job of agricultural products, regional brand communication and protection, integration of online and offline resources, build brand system engineering agricultural industry cluster agricultural products Business district brand building strategy, so as to local agricultural products to promote the regional brand to provide a reference, hoping to promote the development of agricultural economy around the better。源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766

关键词：农业产业集群；农产品电商；区域品牌；品牌构建

Keyword: Agricultural industry cluster；Agricultural products e - commerce；Regional brand；Brand building

目    录

1导言 4

1。1选题背景 4

1。2选题意义 4

1。3论文的研究方法 4

2国内外研究现状 5

2。1品牌构建策略的研究现状 5

2。2农产品区域品牌的研究现状 5

3相关理论基础 6

3。1基于顾客价值创造的品牌创建理论简介 6

3。2农产品电商区域品牌构建1+3理论 7

4农业产业集群农产品电商区域来自优Y尔L论W文Q网wWw.YouERw.com 加QQ7520~18766 品牌的现状及问题 7

4。1农产品电商区域品牌建设的现状 7

4。2农产品电商区域品牌的问题 9

5农产品电商区域品牌构建策略 11

5。1依据品牌构建要素，加强农产品品牌定位