浅议区域农产品品牌延伸

区域农产品品牌延伸是指在已经形成的名、优、特农产品品牌地位的基础上,保留原有品牌自然、生态、人文的核心价值,将其运用到新的产品或服务上的一种活动。区域农产品品牌具有较强的品牌力,强相关性,低市场竞争度的优势,具备品牌延伸的基本条件。根据区域农产品品牌的特征,区域农产品品牌可以向加工产品、特色商店、旅游农业品牌方向延伸,但应注意保留区域农产品品牌的核心价值、发挥行业协会作用等方面的问题。

0n Brand Extension of Regional Farm Produce

Regional farm produce brand extension is the extension to new product or service based on its established famous,excellent,special and remaining the origial nature,ecology and culture attributes.Regional farm produce brand has fundamental elements to extend because of its strong brand performance,high relevance and low competition.This paper pionts out the extension methods such as extension to processing,feature shop and agritorism brand.It should be also noted to remain the core value of regional farm produce brand and make good use of peasants' cooperative organization.