【摘要】 近年来,农产品品牌发展日益受到重视,新媒体在农产品品牌推广中具有明显的优势。为了分析新媒体在农产品区域公用品牌推广中的应用,促进农产品品牌发展,将大泽山葡萄品牌的推广作为研究对象,以创新扩散理论为依据,通过收集、分析、比较关于买方对大泽山葡萄品牌各项指标的调研数据,从消费者角度出发,运用创新扩散模型中的认知、说服、决策、实施、确认这5个阶段分析得出该品牌在推广中存在传播模式单一、顾客关联较少、信息互动缺失、质量保障不力、售后跟进不足的问题。基于新媒体的特性对农产品品牌推广中问题的适配性,从新媒体传播视角出发,在社交平台传播、网络微公益、质量链平台等方面提出了有效解决大泽山葡萄品牌推广问题的对策与建议,比如进行多渠道推广、建立微公益平台、设立公众号跟进等措施。更多还原

【Abstract】 In recent years, the development of agricultural products brands has received increasing attention, and new media has obvious advantages in the promotion of agricultural products brands. In order to study the application of new media in agricultural regional public brand promotion, promote the development of agricultural products brand, taking Dazeshan grape brand promotion as the research object, based on innovation diffusion theory, through the collection, analysis and comparison of buyers’ survey data from the indicators of Dazeshan grape brand, from the perspective of consumers, some problems existing in the process of brand promotion were analyzed through five stages of cognition, persuasion, decision-making, implementation, and confirmation of innovation diffusion model, such as single promotion mode, less customer relevance, lack of information interaction, poor quality assurance, and insufficient after-sales services. Based on the suitability of new media to the problems in the brand promotion of agricultural products, from the perspective of new media communication, some countermeasures and suggestions to effectively solve the problems of Dazeshan grape brand promotion were put forward from social platform communication, network micro public welfare, and quality chain platform, such as multi-channel promotion, establishing micro public welfare platform, setting up public account for further information and so on.更多还原