46Jan.2024JournalofYichunUniversity2024年1月Vol.46,No.1宜春学院学报第46卷第1期地方特色农产品全域品牌形象的塑造与传播以宜春富硒产业为例丁业银（宜春学院文学与新闻传播学院，江西宜春336000)摘要：乡村产业振兴背景下，地方特色农产品品牌传播日益受到各地的高度重视。地方特色农产品品牌的整合重塑包括产品形象、企业形象、使用者形象、地域文化形象和国际传播形象等五方面。基于AIVSA模型，形成了特色农产品全域品牌传播策略，品牌方需要准确寻找品牌与消费者的接触点，引起关注；强化品牌与消费者的有效沟通，产生兴趣和互动；深度传播品牌核心理念，加深消费者价值认同；促使消费者与品牌双向互动，信息分享交互共鸣，提高品牌忠诚度；爆款产品出圈，促使消费行为和价值共创，同时根据需要进行品牌的国际形象传播。关键词：地方特色农产品；五力品牌形象模型；全域品牌传播中图分类号：G209文献标识码：A文章编号：1671-380X（2024）01-0046-04FormationandDisseminationofWholeFieldBrandImagesofLocalAgriculturalFeatureProductsTakingSelenium-richIndustryinYichunasanExampleDINGYe-yin(SchoolofLiteratureandJournalism,YichunUniversity,Yichun336000,China)Abstract:Underthebackgroundofruralindustrialrevitalization,thedisseminationoflocalcharacteristicagricul-turalproductbrandsisincreasinglyreceivinghighattentionfromvariousregions.Theintegrationandreshapingoflocalagriculturalfeatureproductbrandsincludesfiveaspects:productimage,corporateimage,userimage,re-gionalculturalimage,andtheinternationalcommunicationimage.BasedontheAIVSAmodel,acomprehensivebrandcommunicationstrategyforagriculturalfeatureproductshasbeenformed.Andthebrandneedstoaccuratelyidentifythetiesbetweenthebrandandconsumerstoattractattention;tostrengtheneffectivecommunicationbe-tweenbrandsandconsumers,thustogenerateinterestandinteraction;tospreadthecoreconceptofthebranddeeplytoreachthevaluerecognitionfromcustomers;topromotetwo-wayinteractionbetweenconsumersandthebrand,whosharinginformationandresonatewitheachother,soastoimprovethebrandloyalty;topushconsumerbehaviorandvalueco-creationbyhot-saleproducts,whilespreadingthebrand'sinternationalimageasneeded.Keywords:localagricult...
