Gongchuang Brand Planning Organization, foundation in Shenzhen, is a organization with a characteristic of " Creat the brand for Chinese enterprise". We are Specialing in Brand planning, Advertising, Marketing, Designing etc..We are concentrating on the brand studies, the brand creates the profession adviser that set up, the brand communication, expansion and brand management design plans organization.
 
 
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---本站关键词:
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NONGCHANPINPINPAICEHUAYAOSIKAODELIUGEWENTI

  农业可以说是近年来最热门的行业之一,寡头资本、区域强势资本都纷纷顺应国家大的政策趋势,进驻行业试水。随之而来也就衍生出了农业“产业升级”、“品牌农业”等等一系列行业新名词。但是纵观整体行业现状,我们会发现,在里面扑腾的人不少,真正弄出名堂,能够给消费者留下印象的,实现产品市场化的却寥寥无几。
   在践行农产品行业十多年后,笔者在此将行业内常见的一系列共性加以提炼,向行业内的操盘者提出六问,以期为大家带来些许帮助。   

  YIWEN:XIANJIEDUANDENONGCHANPINPINPAIDAODISHISHISHENME?

  YISHUODAOPINPAI,DAJIADOUHUISHUOYAOZUOVI、YAOTILIANPINPAIGAINIAN、PINPAIJIAZHI、YAOZUOQIYEXINGXIANGSHOUCELADENGDENG,ZHEIXIEDOUMEICUO,ZHEIXIEYESHIQIYEZAIPINPAIXINGZOULUSHANGBIXUYAOJIANLIDEJIBENNEIRONG。DANWORENWEIZHEIXIEZHINENGCHENGZHIWEIJIBENPINPAIHUOZHESHUOJINGTAIPINPAI。DUIYUNONGCHANPINPINPAILAISHUO,JIYUCHANPINJICHUSHANGDECHANPINPINPAICAISHIQIZUISHIHEDEFANGSHI。

  BIZHERENWEIWANBIANBULIQIZONG,CHANPINSHIPINPAIYUXIAOFEIZHEZUIZHONGJIECHUDEDAIYANREN,YUXIAOFEIZHEJIECHUZUIDUO,YESHIZUIJIXUXIAOFEIZHERENKEDE,DUIYUDABUFENZIYUANXIANGDUIJIAORUODENONGCHANPINQIYELAISHUO,CHANPINSHIPINPAIYUXIAOFEIZHEGOUTONGJIAOLIUDEZHUYAOPINGTAI。RUHEJIANGZIYUANZHENGHEDAOMOUYIDANPINHUOXILIECHANPINSHANG,SHICHANPINNENGGOUZAIXIAOSHOUZHONGDUANNENGGOULIUTONGQILAI,ZHEIYANGWULUNSHIJICHUPINPAIBUFENDENEIRONGHAISHIQITAXINXIDOUYOULENENGGOUYUANYUANBUDUANYUXIAOFEIZHEGOUTONGDEPINGTAI—CHANPIN。

  YINCIDUIYUXIANJIEDUANDEDABUFENZHONGXIAONONGYEQIYELAISHUO,WORENWEIQIPINPAIBAOHANLIANGDAKUAI:PINPAIJICHUGOUJIAN(PINPAIJIBENNEIRONGGOUJIAN、PINPAIBEISHUDESUZAODENG)+CHANPINPINPAIDAZAO(WEIRAOZHEYAOMAIDEHUOQUZUO)。ERZAIZHEILIANGKUAIZHONG,CHANPINPINPAIDEDAZAOSHIDANGXIAZHENZHENGXIANGZUOTONGSHICHANG,SHULIPINPAIDENONGYEQIYEYINGGAIGUANZHUDEBANKUAI。

  ERWEN:NIYOUMEIYOUCHONGFENWAJUEPINPAIZISHENDEGONGGONGZIYUAN?

  DUIYUDANGXIAJUEDADUOSHUNONGYEPINPAILAISHUO,ZAIPINPAIZIYUANTOUFANGZHEIKUAISHIXIANGDANGJINSHENDE,DANGRAN,BENSHENYEMEIYOUDUOSHAOZIYUANKETOUFANG。NEIJIUYAOQIUPINPAIZAIXINGZOUDEGUOCHENGZHONG,BIXUYAOXUEHUIBUDUAN”JIESHI“。

  ZHONGGUODEDIYUHEQIHOUTEZHENGJUEDINGLEDABUFENNONGCHANPINDOUDAIYOUNONGHOUDEDIYUSECAI,XIAOFEIZHEZAIRENKEYIZHONGNONGCHANPINPINLEISHIWANGWANGSHICONGDIBIAODEMINGCHENGKAISHI,BIRU:YANGCHENGHUDEDAZHAXIE、NINGGUODESHANHETAODENGQUYUNONGCHANPINPINPAI。DIYUTESESHIQISHIZHONGWUFAMOQUDELUOYIN。YINCI,ZUOWEINONGCHANPINPINPAICONGPINPAIGOUJIANKAISHIDAOHOUQIDEPINPAICHUANDIGUOCHENGZHONG,BIXUYAOLAOLAODEZHUAZHUQUYUDEGONGGONGZIYUAN,NALAIWEIPINPAISUOYONG。JIANGPINPAIDEBEISHUYIKAODAOQUYUDEZIYUANSHANG,JIEYONGQUYUDEZHIMINGDUHEMEIYUDUZENGJIAPINPAIDEYINGXIANGLI。HUAGENGSHEZAICAOZUOGUANGXIYIDAMIPINPAISHI,JIANGQICHANPINPINPAIDEHEXINGAINIANZHIJIEDINGWEIYU”BASHANYISHUIYIFENTIAN“,ZHEIYIGAINIANBUSHICENGCENGTILIANCHULAI,ERSHIDAJIADUIDANGDIZIRANHUANJINGDEYIZHONGZIRANMIAOSHU,BINGQIEZHEIJUHUAZAIMUBIAOXIAOFEIZHEZHONGGUANGFANCHUANBO。GANGHAOZHEIJUHUAGANGHAONENGGOUTUCHUQICHANPINCHUZILIANGHAODESHENGTAIHUANJINGHEXIAOCHANQUDEZHONGZHIHUANJING。

  ZHEILISUOSHUODEGONGGONGZIYUANKEYISHIDIYU、DIMAO、ZIRANFENGGUANG、QIHOU、TURANG、SUYU、YANYUDENGDENGYIXILIENENGGOUZHICHENGCHANPIN,BINGZAIHOUQISHIYONGGUOCHENGZHONG,PINPAINENGGOUGUANGFANJIELISHIYONGDEXINXI。ZHANYOULEZHEIXIEXINXI,PINPAIHOUQIYUXIAOFEIZHEDEGOUTONGCHENGBENHUIDADAJIANGDI。BINGCONGDADEPINPAIZIYUANBEISHUSHANGJINXINGZHANWEI。

  SANWEN:NIDECHANPINJUBEICHENGWEISHANGPINDEZIZHILEMA?

  QIANMIANWOMENTIDAOGUANYUCHANPINPINPAIDEGAINIAN,WUYONGZHIYI,CHANPINSHIQIHEXINDEZAITI。DANGXIAGEGENONGCHANPINQIYEYEHUIYONGYOUYIXIECHUJIAGONGHUOZHESHENJIAGONGDECHANPIN,DANSHIGUANQIMENLAIWOMENZIJIYAOWENWENWOMENZAIZHEIGECHANPINSHANGFUYULEDUOSHAOSHANGPINHUADEYUANSUZAILIMIAN?

  CHANPINZHIYOUCHENGWEISHANGPINCAINENGLIUTONG,ERCHENGWEISHANGPINDEDIYIYAOSUJIUSHICHANPINYIDINGYAOYOUJUTIDEXIAOFEIZHEXUQIU,QIEXIAOFEIZHEDUIYUZHEIZHONGXUQIUDEPOQIEXINGSHICUNZAIDE。ZHIYAOXUQIUCUNZAI,SHICHANGJIUCUNZAI,MEIYOUXUQIUJIUMEIYOUSHICHANG;

  CHANPINCHENGWEISHANGPINDEDIERYAOSU:JIYUCHANPINBENSHENDEGONGNENGHUOZHETESE,JINXINGTILIAN,ZHAODAOQIEGEXUQIUDETUPOKOU,ZHEIGETUPOKOUYIDINGSHIYICHANPINBENSHENSUOJUBEIDEGONGNENGSHUXINGWEIJICHU,YIXIAOFEIZHEXIANYOUHUOZHEQIANZAIDEXUQIUWEIYINDAOTONGYIZUCHENGDE。JIJIYAOYOUSHISHIZAIZAIDEDONGXI,YEYAOYOUFUHEGANXINGXUQIUDENEIRONG。TUOLIGANXINGXUQIUZHISHUOGONGNENGSHUXING,NEIZHINENGSHILENGBINGBINGDEZHUANYEMINGCIHEYIDUITINGBUDONGDESHUJU,ZHIYOUGANXINGXUQIUERQUESHIGONGNENGSHUXINGJICHU,NEIYEZHINENGSHIGEKONGZHONGLOUGE。ZHIYOUZHAODAOLEHESHIDETUPOKOUZHEIZHONGXUQIUCAINENGYOUXIAODEBEIJIAJIEDAONIDECHANPINSHANGLAI,FOUZEHAISHIGENNIBANMAOQIANGUANXIMEIYOU。

  CHANPINCHENGWEISHANGPINDEDISANGEYAOSU:ZAICHANPINDEWAIBAOZHUANGSHIJUEBIAOXIANZHONG,YIDINGYAOJUBEIFUHECHANPINPINPAINEIHANDE”SHIJUEFUHAO“,ZHEIYISHIJUEFUHAOJIANGZAIHENZHANGYIDUANSHIJIANNEICHENGDANZHEXIAOFEIZHEDUIPINPAIDEJIYIDUGONGNENG;

  CHANPINCHENGWEISHANGPINDEDISIGEYAOSU:JICHANPINZUIZHONGDESHICHANGDINGJIASHIYOUCHANPINDECHENGBENYUSHICHANGXUQIUDEJIAGEJIESHOUCHENGDUSHUANGZHONGKAOLIANGLAIZHIDINGDE,QIEZUIZHONGJIAGEDEBODONGNENGGOUZHUBUTUOLISHOUZHENGCEBODONGDEYINGXIANG。

  CHANPINCHENGWEISHANGPINDEDIWUYAOSU:CONGMUBIAOXIAOFEIZHEDEGOUMAIXIGUANSHANGJIEDINGCHANPINWAIZAIBAOZHUANGDECAIZHI、GUIGE、XINGTAI。ZHEIJIANGZAIHOUQIXIAOFEIZHEGOUMAISHIXIANGUOCHENGZHONGSHENDUYINGXIANGXIAOFEIZHE。


  SIWEN:NIZUODESHIPINLEIHAISHIPINPAI?

  HENDUONONGYEPINPAIJINGYINGZHE,TEBIESHIZAICAOPANYIGEJUYOUTESEDE、SHICHANGHAIWEIWANQUANRENZHIDEXINPINLEIDEGUOCHENGZHONG,JINGCHANGHUIJIANGERZHEHUNXIAO。TAMENWANGWANGWUFAGESHEXINPINLEICHANPINGONGNENGSHUXINGSUODAILAIDECHAYIHUADEMAIDIAN,BUDUANDEZAITUIGUANGDEGUOCHENGZHONGXIANGXIAOFEIZHESUSHUOCHANPINSHIRUHERUHEDEHAO,JUBEIDUOSHAOYINGYANGCHENGFEN,DUISHENTIJIANKANGRUHERUHEHAODENGDENG。ZAIZHEILIWOMENSHOUXIANYAOGAOQINGCHUYIGEWENTI,JICAOZUODEPINLEISHILAOBAIXINGHAIMEIYOURENZHIDEHUOZHERENZHIBUSHENDE,WOMENJIXIWANGYUYONGLENGBINGBINGDEZHUANYEYUYANQUDADONGXIAOFEIZHENANDUKEXIANGERZHI。XIANGUQIEBULUNPINLEINENGFOUPEIYUCHENGGONG,WOMENHENYOUKENENGYIJINGDAOZAILEPEIYUPINLEIDELUSHANG。YINCIZHAODAOXUQIU,JIANGPINLEIDEGONGNENGSHUXINGJIAJIEDAOXUQIU,YEJIUSHIWEIWOMENDEPINLEIZHAODAOLESHICHANG。YINCIWOMENZAICAOZUOGUOCHENGZHONGYIDINGYAOQIEJIXIANRUZHEIYANGDEYIGEWUQU。

  WUWEN:XITONGYINGXIAOZHENDEZHONGYAOMA?

  TANYINGXIAOBIXUYAOSHEJIDEXITONG,SHIDANGXIAQIYEJINGYINGDEYIGEXIGUAN。DANWOMENRENWEIZHEIQISHISHIYIGEWUQU,DUIYUDADUOSHUNONGYEQIYELAISHUO,SUOXUYAODESHEJIDEYINGXIAOGONGZUONEIRONG,YUANYUANYAOSHAOYUKUAIXIAOCHENGSHULINGYUDEGONGZUOXUQIU。YOUYUPINPAIHECHANPINFAZHANDEJIEDUANXIANGDUIBIJIAOCHUJI,YINCIBINGBUJUBEIXITONGYINGXIAOSHENGCUNDETURANG。YINCIJIEDINGNONGYEPINPAIDENIANDUYINGXIAOGONGZUONEIRONG,JIEJUEHAOZHAOSHANG、PEISONG、CANGCHU、ZHONGDIANKEHU(JINGXIAOKEHU、FENXIAOKEHU、BUFENZHONGDUAN)DEXITONGXIAOSHOUGUANLI,YIJINGWANQUANSHIYINGXIANJIEDUANDEXUQIU。

  DUIYUDABUFENDENONGCHANPINQIYELAISHUO,XIANJIEDUAN,RUHEYOUXIAOZUZHITUANDUI,JIANGCHANPINZAIZIJIYUDINGDELIXIANGJIAWEISHANGXIAOSHOUCHUQU,CAISHISHOUXIANYAOKAOLVDEWENTI,YINCI,QIYEDEGEXIANGZIYUANPIPEI,ZUZHIGUANKONGDOUYAOZHENDUIXIAOSHOUZHEIYIZHONGDIANBANKUAIJINXINGSHENDUWAJUEJIANSHE。

  LIUWEN:NISHIRUHEYONGBAOHULIANWANGDE?

  JINNIANLAI,GEZHONGHULIANWANGSIWEI、YIDONGZHONGDUANSIWEIFEICHANGLIUXING,FANGFORUGUONIMEIYOUJIECHU,BULEJIEZHEIXIEJIUHUISUISHIBEISHIDAIDECHAOLIUPAOQIYIYANG。ZHENDUIDADUOSHUNONGCHANPINQIYEERYAN,WOMENDEGUANDIANFEICHANGMINGQUE,YUANYOUCHUANTONGDEXIANXIAQUDAOSHIWOMENSHOUXIANGUANZHUDEZHONGDIANQUDAO,ZHEISHIQIYELAIYISHENGCUNDEGENBEN,HULIANWANGZAIDANGXIAZHEIGEHUANJINGZHONGWOMENGENGDUODEYINGGAIJIANGQIDINGYIWEIYIZHONGXINXINGDEXIAOSHOUQUDAO,WOMENYINGGAIYOUCHUDIANDEXINGWEIHEDONGZUOFASHENG。CHUDIANDESHENDUJIANGQUJUEYUWOMENZISHENJINGYINGCHANPINDESHUXING,ZAIDIANSHANGGEJUYIJINGJIBENQUEDINGDEJINTIAN,DUIYUDABUFENNONGCHANPINLAISHUO,GENJUQICHANPINSHUXING,WOMENGENGDUODESHIYIKAOYIYOUDECHENGSHUPINGTAI,JINXINGFENXIAOTIXIGOUJIAN,ZAIXINGZOUDEGUOCHENGZHONG,CHANGSHIZIJIJIANLIXIAOXINGXIAOSHOUPINGTAI(WEIXINFUWUHAOYINGXIAO)。

  SUOYIDUIYUZHONGDUOZHONGXIAOXINGDEQIYEZHULAISHUO,HANGSHIXIANXIAJICHU,ZHUBUSHEZUDIANSHANGLINGYU,JIANLIQIANJINJIDISHIZUIWEIWENTUODEFANGFA,QIEJIFALIGUOMENG。 (XIAHAITAO)

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