论文部分内容阅读
日前,来自东海之滨的浙江省象山县启动了象山柑橘、象山梭子蟹两大区域公用品牌新的品牌战略,公布了双品牌全新的品牌形象。上期,我们对“甜美人”——象山柑橘的品牌形象和品牌创意进行了解读,本期我们将继续对“蟹将军”——象山梭子蟹的品牌战略进行剖析。与象山柑橘的品牌策划相比,象山梭子蟹区域公用品牌策划是一个不折不扣的难题。它所遇到的问题以及浙江大学中国农业品牌研究中心(简称“品牌中心”)所提出的解决方案,对我国其他水产品品牌的打造也具有极强的借鉴意义。
Recently, Xiangshan County, Zhejiang Province, from the coast of the East China Sea launched a new brand strategy for public brands in Xiangshan citrus and Xiangshan shuttle crab, and announced a brand new brand image. In the current issue, we have interpreted the brand image and brand creativity of “Sweet People” - Xiangshan Citrus. In this issue, we will continue to analyze the brand strategy of “General Crab” - “Xiangshan”. Compared with the Xiangshan citrus brand planning, Xiangshan shuttle crab regional public brand planning is an absolute problem. The problems it encountered and the solutions proposed by Zhejiang University China Agricultural Brand Research Center (referred to as “Brand Center ”) also have great reference to the building of other aquatic product brands in our country.