基于扎根理论的湖南农产品区域公用品牌危机防范与对策分析

朱碧玉; 王佩之; 赵阳

doi:10.19554/j.cnki.1001-3563.2025.20.026

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (20) : 296-305. DOI: 10.19554/j.cnki.1001-3563.2025.20.026

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基于扎根理论的湖南农产品区域公用品牌危机防范与对策分析

朱碧玉, 王佩之^*, 赵阳

作者信息 +

Crisis Prevention and Countermeasure Analysis of Hunan Agricultural Products Regional Public Brand Based on Rooted Theory

ZHU Biyu, WANG Peizhi^*, ZHAO Yang

Author information +

文章历史 +

摘要

目的为推动湖南农产品区域公用品牌高质量发展,研究农产品区域公用品牌危机的防范与对策机制。方法选择扎根理论的三级编码方法深度分析问卷与访谈对话,持续将数据进行对比、咬合、检验,从多方主体的角度挖掘湖南农产品存在的深层次问题,构建“湖南农产品区域公用品牌危机防范和对策分析”模型。结果以“品牌形象再提升”为危机防范的核心范畴,从消费体验、产品吸引、品质保障等农产品商业化需求要素,研究政府、企业、产品、宣传等四维度建设内容,积极探索农产品品牌化发展的稳定性和可持续性。结论提出“政府作用再升级、企业培育再优化、产品竞争力再增强、宣传方式再创新”的危机防范与对策机制模型,为农产品区域公用品牌的建设提供理论研究和借鉴参考。

Abstract

The work aims to study the prevention and countermeasure mechanism of regional public brand crisis of agricultural products to promote the high quality development of regional public brand of agricultural products in Hunan Province. The three-level coding method of the rooted theory was selected to analyze the questionnaire and interview in depth, and the data were continuously compared, matched and tested to excavate the deep-seated problems existing in Hunan agricultural products from the perspective of multiple subjects, and build a model of "regional public brand crisis prevention and countermeasure analysis of Hunan agricultural products". With "re-promotion of brand image" as the core category of crisis prevention, from the aspects of consumption experience, product attraction, quality assurance and other commercial requirements of agricultural products, the four-dimensional construction content of government, enterprises, products and publicity was studied, and the stability and sustainability of the development of agricultural products branding was actively explored. In conclusion, a crisis prevention and countermeasure mechanism model of "re-upgrading of government role, re-optimization of enterprise cultivation, re-strengthening of product competitiveness and re-innovation of publicity method" is proposed, which provides theoretical research and reference for the construction of regional public brands of agricultural products.

导出引用1

朱碧玉, 王佩之, 赵阳. 基于扎根理论的湖南农产品区域公用品牌危机防范与对策分析[J]. 包装工程. 2025, 46(20): 296-305 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.026

ZHU Biyu, WANG Peizhi, ZHAO Yang. Crisis Prevention and Countermeasure Analysis of Hunan Agricultural Products Regional Public Brand Based on Rooted Theory[J]. Packaging Engineering. 2025, 46(20): 296-305 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.026

中图分类号： TB472

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