【品牌专题】电商示范县,“品牌培育”如何做的更实,更好?
发布时间:

2020-06-15 17:30:47

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<section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify;"> <section style="margin: 10px 0px; padding: 0px;"> <section style="margin: 0px; padding: 15px 15px 18px; border: 1px solid #222831;"> <p style="margin: 0px 8px 15px; padding: 0px; clear: both; text-align: left; text-indent: 2em; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">?自2014年,国家电子商务进农村示范县项目开展以来,近6年的时间里,全国的示范县项目先后推出数百个区域公用品牌。&ldquo;品牌培育&rdquo;成为很多示范县建设工作的&ldquo;亮点&rdquo;,农村电商产品因品牌提升了附加值,一方百姓因品牌增加了收益;但也有一些地方创建的区域品牌如&ldquo;昙花一现&rdquo;,&ldquo;示范县项目验收&rdquo;任务完成之后就&ldquo;销声匿迹&rdquo;了。</span></p> <p style="margin: 0px 8px 15px; padding: 0px; clear: both; text-align: left; text-indent: 28px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">在近6年的农村电商示范县创建工作中,甲骨文超级码不断积累&ldquo;品牌培育&rdquo;的经验和方法。为更好地通过&ldquo;品牌培育&rdquo;助力县域电商发展,避免在电商品牌建设中&ldquo;走弯路&rdquo;,在此分享一些<strong style="margin: 0px; padding: 0px;">甲骨文超级码</strong>的实践经验总结与体会,旨在为农村电商未来的发展提供一些借鉴。</span></p> </section> <section style="margin: -12px 40px 0px auto; padding: 0px; background-color: #fefefe; width: 2em;"><img style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important; width: 5em; vertical-align: top;" src="https://www.app315.net/UserFiles/SynchronousImage/C00FE7F5E67C7D0447DC79F762FB8492.jpg" data-ratio="0.8571428571428571" data-type="gif" data-w="42"></section> </section> </section> <p style="margin: 0px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify;">&nbsp;</p> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; text-align: center; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 50px; height: 60px; vertical-align: top; overflow: hidden; background-image: url('https://mmbiz.qpic.cn/mmbiz_gif/cmgTZTjhmDWxda025ojibia0wFhXQl6FV8xB757RPmhia2TBbshSkNBkjicx9NgcElYOTO713JicT0yuDcW5oppxKicQ/640?wx_fmt=gif'); background-position: 50% 50%; background-repeat: no-repeat; background-size: contain; background-attachment: scroll; box-sizing: border-box;"> <section style="margin: 15px 0px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; font-size: 18px; color: #5f9cef; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">01</strong></p> </section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; letter-spacing: 0.5px;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px;">&nbsp;</span></strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 578px; vertical-align: top; background-image: linear-gradient(to right, rgba(255, 214, 49, 0.5) 0%, rgba(255, 255, 255, 0) 100%); border-left: 3px solid rgba(124, 92, 0, 0.58); border-bottom-left-radius: 0px; box-sizing: border-box;"> <section style="margin: 5px 0px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px 10px; color: #7c4f00; letter-spacing: 2px; line-height: 1.6; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; text-align: left; box-sizing: border-box;"><span style="margin: 0px; padding: 0px; font-size: 17px; color: #000000;"><strong style="margin: 0px; padding: 0px; letter-spacing: 0.5px;">一、&ldquo;品牌培育&rdquo;包含&ldquo;农村产品&rdquo;而不仅仅是&ldquo;农产品&rdquo;</strong></span></p> </section> </section> </section> <section style="margin: 0px; padding: 0px; display: inline-block; width: 578px; vertical-align: top; background-image: linear-gradient(to right, rgba(255, 214, 49, 0.5) 0%, rgba(255, 255, 255, 0) 100%); border-left: 3px solid rgba(124, 92, 0, 0.58); border-bottom-left-radius: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; background-image: linear-gradient(to right, rgba(124, 92, 0, 0.7) 30%, rgba(255, 255, 255, 0) 100%); height: 1px; box-sizing: border-box; line-height: 0;"></section> </section> </section> </section> </section> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 28px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">在电商示范县创建工作中,很多人误以为有了品牌名称、口号、形象,产品上行就有了&ldquo;统一&rdquo;的保障,却忽略了区域品牌应规划自身的&ldquo;产品体系&rdquo;。县域资源不仅包括农产品,还包括餐饮、旅游、民俗文化等多种业态。实践中,应视各地的资源禀赋基础,将这些产品与业态,有序地纳入区域品牌的&ldquo;产品体系&rdquo;,谋划合理的发展路径。</span></p> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 28px; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">&ldquo;区域品牌+电商&rdquo;&ldquo;双管齐下&rdquo;不仅可以加速农产品的上行,更是让区域特色资源被更多人知晓的战略武器</span></strong><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">。比如在镇远电商示范县的品牌规划中,我们将镇远的牛肉粉、酸汤鱼为代表的地方美食以及古镇旅游纳入到品牌体系当中,还规划了景区马拉松等多样的品牌活动。通过品牌化,将地方资源进行&ldquo;整体打包&rdquo;,并通过互联网的手段&ldquo;上传&rdquo;&ldquo;分享&rdquo;。</span></p> <section style="margin: 0px auto; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; width: 578px; opacity: 1; transform: rotateZ(0deg);" data-width="100%" data-opacity="1" data-rotate="0"> <section style="margin: 20px 0px 10px; padding: 0px; transform: translate3d(-2px, 0px, 0px); text-align: center;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c5e3d3; border-style: solid; border-width: 1px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: -5px 0px 5px; padding: 0px; transform: translate3d(5px, 0px, 0px);"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c4e3d3; letter-spacing: 0px; border-style: dotted; border-width: 0px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: 0px; padding: 0px; vertical-align: middle; display: inline-block; box-shadow: #000000 0px 0px 0px; overflow-y: hidden; overflow-x: hidden !important;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/3BD7261673407AE127E7432F263CFA2F.jpg" data-ratio="0.6829268292682927" data-s="300,640" data-type="png" data-w="410"></section> </section> </section> </section> </section> </section> <section style="margin: 0px auto; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; width: 578px; opacity: 1; transform: rotateZ(0deg);" data-width="100%" data-opacity="1" data-rotate="0"> <section style="margin: 20px 0px 10px; padding: 0px; transform: translate3d(-2px, 0px, 0px); text-align: center;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c5e3d3; border-style: solid; border-width: 1px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: -5px 0px 5px; padding: 0px; transform: translate3d(5px, 0px, 0px);"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c4e3d3; letter-spacing: 0px; border-style: dotted; border-width: 0px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: 0px; padding: 0px; vertical-align: middle; display: inline-block; box-shadow: #000000 0px 0px 0px; overflow-y: hidden; overflow-x: hidden !important;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/9A408A089FBE6385DF7B660F9BCA8D48.jpg" data-ratio="0.7219512195121951" data-s="300,640" data-type="png" data-w="410"></section> </section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; text-align: center; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 50px; height: 60px; vertical-align: top; overflow: hidden; background-image: url('https://mmbiz.qpic.cn/mmbiz_gif/cmgTZTjhmDWxda025ojibia0wFhXQl6FV8ywnfaKXr7m0pDMdSh5uDqSCqGNfa1KvX6j6Y6THhyDv5jbPmfiar2VA/640?wx_fmt=gif'); background-position: 50% 50%; background-repeat: no-repeat; background-size: contain; background-attachment: scroll; box-sizing: border-box;"> <section style="margin: 15px 0px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; font-size: 18px; color: #ffca00; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">02</strong></p> </section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; letter-spacing: 0.5px;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px;">&nbsp;</span></strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 578px; vertical-align: top; background-image: linear-gradient(to right, rgba(255, 214, 49, 0.5) 0%, rgba(255, 255, 255, 0) 100%); border-left: 3px solid rgba(124, 92, 0, 0.58); border-bottom-left-radius: 0px; box-sizing: border-box;"> <section style="margin: 5px 0px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px 10px; color: #7c4f00; letter-spacing: 2px; line-height: 1.6; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; text-align: left; box-sizing: border-box;"><span style="margin: 0px; padding: 0px; font-size: 17px;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; color: #000000;">二、区域品牌要突出区域特色,但更要面向市场</span></strong></span></p> </section> </section> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; background-image: linear-gradient(to right, rgba(124, 92, 0, 0.7) 30%, rgba(255, 255, 255, 0) 100%); height: 1px; box-sizing: border-box; line-height: 0;"></section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em;"></section> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 28px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">随着电商示范县品牌培育工作的持续开展,大家都知晓和接受了&ldquo;区域公用品牌名称和口号凝结了当地农产品的价值特征,蕴含地方特色文化&rdquo;这一理念,但同时,很多品牌服务企业和地方决策者,却忽略了<strong style="margin: 0px; padding: 0px;">&ldquo;区域公用品牌&rdquo;归根结底也是&ldquo;品牌&rdquo;,最终目的是更好地带动区域农村产品走向市场</strong>。</span></p> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 28px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">在品牌创意时,既要兼顾地方区域特色,更要有市场&ldquo;吸引力&rdquo;和&ldquo;销售力&rdquo;,能引起消费者的尝试购买与体验的兴趣。在实际工作中,如果品牌创意时&ldquo;突出地方特色&rdquo;与&ldquo;面向市场&rdquo;二者只能取其一,从品牌的长远发展来看,我们仍然建议<strong style="margin: 0px; padding: 0px;">以市场需求为导向,这需要地方决策者有&ldquo;忍痛割爱&rdquo;的智慧</strong>。</span></p> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 28px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">因此,在品牌创意时,品牌名称与口号可以尝试&ldquo;市场化&rdquo;,特别是在信息时代,&ldquo;互联网化&rdquo;是一个趋势。在命名时,可以尝试突破以往固有的三、四个字的品牌名称的限制,创意更生动的品牌形象,获得更多年轻消费者的关注与青睐,我们在广西象州示范县品牌培育的工作正在做这方面的尝试,预计很快将与大家见面。</span></p> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; text-align: center; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 50px; height: 60px; vertical-align: top; overflow: hidden; background-image: url('https://mmbiz.qpic.cn/mmbiz_gif/cmgTZTjhmDWxda025ojibia0wFhXQl6FV8Ccdff7m0DGVlp2rTDggnLFLjf7WHTEVeucjjIUaleT6jfg0ZiaW8Wmw/640?wx_fmt=gif'); background-position: 50% 50%; background-repeat: no-repeat; background-size: contain; background-attachment: scroll; box-sizing: border-box;"> <section style="margin: 15px 0px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; font-size: 18px; color: #64df9e; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">03</strong></p> </section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; letter-spacing: 0.5px;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px;">&nbsp;</span></strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 578px; vertical-align: top; background-image: linear-gradient(to right, rgba(255, 214, 49, 0.5) 0%, rgba(255, 255, 255, 0) 100%); border-left: 3px solid rgba(124, 92, 0, 0.58); border-bottom-left-radius: 0px; box-sizing: border-box;"> <section style="margin: 5px 0px 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px 10px; color: #7c4f00; letter-spacing: 2px; line-height: 1.6; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; text-align: left; box-sizing: border-box;"><span style="margin: 0px; padding: 0px; font-size: 17px; color: #000000;"><strong style="margin: 0px; padding: 0px; letter-spacing: 0.5px;">三、&ldquo;直播带货&rdquo;是&ldquo;西药&rdquo;,&ldquo;品牌建设&rdquo;是&ldquo;中药&rdquo;,中西结合疗效好</strong></span></p> </section> </section> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; background-image: linear-gradient(to right, rgba(124, 92, 0, 0.7) 30%, rgba(255, 255, 255, 0) 100%); height: 1px; box-sizing: border-box; line-height: 0;"></section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em;"></section> <section style="margin: 0px 16px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 28px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;"><strong style="margin: 0px; padding: 0px;">&ldquo;手机成为新农具,数据成为新农资,直播成为新农活&rdquo;</strong>。就是当前</span><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">炙手可热的直播带货情况的一个真实写照和高度总结。</span><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">疫情余威尚存,&ldquo;直播&rdquo;已经被验</span><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">证为短时间内迅速提升区域农产品</span><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">销量的法宝,各</span><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">地县长纷纷&ldquo;上播带货&rdquo;。</span><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">今年的广西&ldquo;三月三壮乡节&rdquo;,自治区内各示范县都举办了县长直播带货活动,一时间广西有带货能力的&ldquo;网红&rdquo;一&ldquo;播&rdquo;难求。</span></section> <section style="margin: 0px auto; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; width: 578px; opacity: 1; transform: rotateZ(0deg);" data-width="100%" data-opacity="1" data-rotate="0"> <section style="margin: 20px 0px 10px; padding: 0px; transform: translate3d(-2px, 0px, 0px); text-align: center;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c5e3d3; border-style: solid; border-width: 1px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: -5px 0px 5px; padding: 0px; transform: translate3d(5px, 0px, 0px);"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c4e3d3; letter-spacing: 0px; border-style: dotted; border-width: 0px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: 0px; padding: 0px; vertical-align: middle; display: inline-block; box-shadow: #000000 0px 0px 0px; overflow-y: hidden; overflow-x: hidden !important;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/24CCF110C0057E6CAE641D4F5F994A9E.jpg" data-ratio="0.6256781193490054" data-s="300,640" data-type="png" data-w="553"></section> </section> </section> </section> </section> </section> <section style="margin: 0px auto; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; width: 578px; opacity: 1; transform: rotateZ(0deg);" data-width="100%" data-opacity="1" data-rotate="0"> <section style="margin: 20px 0px 10px; padding: 0px; transform: translate3d(-2px, 0px, 0px); text-align: center;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c5e3d3; border-style: solid; border-width: 1px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: -5px 0px 5px; padding: 0px; transform: translate3d(5px, 0px, 0px);"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c4e3d3; letter-spacing: 0px; border-style: dotted; border-width: 0px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: 0px; padding: 0px; vertical-align: middle; display: inline-block; box-shadow: #000000 0px 0px 0px; overflow-y: hidden; overflow-x: hidden !important;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; font-family: -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 15px; letter-spacing: 1.8px; background-color: #ffffff; height: auto !important; box-sizing: border-box !important; overflow-wrap: break-word !important; width: 677px !important; visibility: visible !important;" src="https://www.app315.net/UserFiles/SynchronousImage/27EF9F614D648F1C063AD58DAFB51E47.jpg" data-ratio="0.66640625" data-s="300,640" data-type="jpeg" data-w="1280"></section> </section> </section> </section> </section> </section> <section style="margin: 0px 8px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; color: #888888; font-size: 12px; letter-spacing: 0.5px;">融水县三</span><span style="margin: 0px; padding: 0px; color: #888888; font-size: 12px; letter-spacing: 0.5px;">月三县长</span><span style="margin: 0px; padding: 0px; color: #888888; font-size: 12px; letter-spacing: 0.5px;">直播活动</span></section> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 2em; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">我们认为,<strong style="margin: 0px; padding: 0px;">&ldquo;直播带货&rdquo;是&ldquo;西药&rdquo;,&ldquo;见效快&rdquo;的同时可能也会有&ldquo;副作用&rdquo;</strong>:其一,一般来说,直播销售的产品价格都相对较低,这就必然会压缩企业利润,有的企业甚至不惜赔本赚吆喝;其二,很多消费者反映,直播中购买到的产品,品质良莠不齐,这严重影响了区域品牌的市场口碑;其三,一些地方由于产品包装、宣传物料配套不到位,导致消费者在直播中消费的仅仅是产品,而没有加深对区域品牌的认知,甚至还会误以为是其他地方的产品。</span></p> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 2em; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">相比较而言,<strong style="margin: 0px; padding: 0px;">&ldquo;品牌建设&rdquo;就是&ldquo;中药&rdquo;,可&ldquo;治根&rdquo;、&ldquo;治本&rdquo;,是一项涉及生产标准化、商品标准化、营销标准化的系统工程,见效虽慢但影响持久</strong>,比如无锡阳山水蜜桃、上海南汇8424西瓜等品牌,经过长久的品牌建设积累,最终提升的是产品的附加值,产品卖出更高的价格。</span></p> <section style="margin: 0px auto; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; width: 578px; opacity: 1; transform: rotateZ(0deg);" data-width="100%" data-opacity="1" data-rotate="0"> <section style="margin: 20px 0px 10px; padding: 0px; transform: translate3d(-2px, 0px, 0px); text-align: center;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c5e3d3; border-style: solid; border-width: 1px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: -5px 0px 5px; padding: 0px; transform: translate3d(5px, 0px, 0px);"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c4e3d3; letter-spacing: 0px; border-style: dotted; border-width: 0px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: 0px; padding: 0px; vertical-align: middle; display: inline-block; box-shadow: #000000 0px 0px 0px; overflow-y: hidden; overflow-x: hidden !important;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/75B2175A54BD7B637E133A339C9DF610.jpg" data-ratio="0.8010849909584087" data-s="300,640" data-type="png" data-w="553"></section> </section> </section> </section> </section> </section> <section style="margin: 0px auto; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; width: 578px; opacity: 1; transform: rotateZ(0deg);" data-width="100%" data-opacity="1" data-rotate="0"> <section style="margin: 20px 0px 10px; padding: 0px; transform: translate3d(-2px, 0px, 0px); text-align: center;"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c5e3d3; border-style: solid; border-width: 1px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: -5px 0px 5px; padding: 0px; transform: translate3d(5px, 0px, 0px);"> <section style="margin: 0px; padding: 0px; display: inline-block; width: 375.688px; vertical-align: top; box-shadow: rgba(81, 81, 81, 0.54) 0px 0px 0px; background-color: #c4e3d3; letter-spacing: 0px; border-style: dotted; border-width: 0px; border-radius: 0px; border-color: rgba(0, 0, 0, 0);"> <section style="margin: 0px; padding: 0px; vertical-align: middle; display: inline-block; box-shadow: #000000 0px 0px 0px; overflow-y: hidden; overflow-x: hidden !important;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/170382089693D606E41ABBEC28B81C87.jpg" data-ratio="0.6672694394213382" data-s="300,640" data-type="png" data-w="553"></section> </section> </section> </section> </section> </section> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 32px; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px;">电商示范县项目未来1-2年将接近尾声,但农村电商的大幕却刚刚开启,区域品牌建设的成效差距将在各地逐步拉开。我们认为,电商示范县项目中,&ldquo;品牌培育&rdquo;的路径是以互联网为工具,以品牌为载体,以提升产品附加值为目标,促进产业提质增效。品牌建设重&ldquo;销量&rdquo;,更要重&ldquo;质量&rdquo;,区域产业才能拥有持续的竞争力。</span></p> <section style="margin: 0px 16px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 0em; text-align: right; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px; color: #888888;"><span style="margin: 0px; padding: 0px; text-align: left; text-indent: 32px;">作者丨</span>陆丹初 甲骨文超级码品牌总监</span></section> <section style="margin: 0px 16px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 0em; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px; color: #000000;">&nbsp;</span></section> <section style="margin: 0px 16px 15px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 0em; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 0.5px; color: #000000;">品/牌/案/例</span></section> <p style="margin: 0px 16px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-indent: 32px; line-height: 1.75em;">&nbsp;</p> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"><a style="margin: 0px; padding: 0px; color: #576b95; text-decoration-line: none;" href="http://mp.weixin.qq.com/s?__biz=MjM5NjAyNzAwMQ==&amp;mid=2658185478&amp;idx=1&amp;sn=119224501448a397d2003504e5b93425&amp;chksm=bd6b9e108a1c1706c463150170a2bbacdf615e441147d45f2ff87f683681d96bef3cc6ede16b&amp;scene=21#wechat_redirect" target="_blank" rel="noopener" data-itemshowtype="0" data-linktype="2"><span style="margin: 0px; padding: 0px; font-size: 14px;">忻城糯玉米</span></a><span style="margin: 0px; padding: 0px; font-size: 14px;">丨<a style="margin: 0px; padding: 0px; color: #576b95; text-decoration-line: none;" href="http://mp.weixin.qq.com/s?__biz=MjM5NjAyNzAwMQ==&amp;mid=2658184457&amp;idx=1&amp;sn=52b4e361c56587e8cd76f01d8779c252&amp;chksm=bd6b821f8a1c0b09a4fb93acd7057d8495f7bfda58772cd6974a6b72045cbb670b7a3050db33&amp;scene=21#wechat_redirect" target="_blank" rel="noopener" data-itemshowtype="0" data-linktype="2">仁品荟</a>丨<a style="margin: 0px; padding: 0px; color: #576b95; text-decoration-line: none;" href="http://mp.weixin.qq.com/s?__biz=MjM5NjAyNzAwMQ==&amp;mid=2658184531&amp;idx=1&amp;sn=b88ec2dcf0c0aa9ec28cf58dcaa1f2f6&amp;chksm=bd6b82458a1c0b5374060d37956a19c66d8a0b11eaefccfce3d381b1fe3098bfcf18a6d75c88&amp;scene=21#wechat_redirect" target="_blank" rel="noopener" data-itemshowtype="0" data-linktype="2">茶祖犀耕</a></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"><span style="margin: 0px; padding: 0px; font-size: 14px;">丨<a style="margin: 0px; padding: 0px; color: #576b95; text-decoration-line: none;" href="http://mp.weixin.qq.com/s?__biz=MjM5NjAyNzAwMQ==&amp;mid=2658181387&amp;idx=1&amp;sn=978eccc040299a6fae4502a3ad92f3aa&amp;chksm=bd6b8e1d8a1c070bba1ae06c00ae9a2ae559c976a80a008777d00dc20f2e1a4b129bcd0ed993&amp;scene=21#wechat_redirect" target="_blank" rel="noopener" data-itemshowtype="0" data-linktype="2">中原美范</a>丨<a style="margin: 0px; padding: 0px; color: #576b95; text-decoration-line: none;" href="http://mp.weixin.qq.com/s?__biz=MjM5NjAyNzAwMQ==&amp;mid=2658184032&amp;idx=1&amp;sn=f690580487f0360f00a22038676bf73f&amp;chksm=bd6b84768a1c0d6094b6729929c5987e1f78498df20a714e139e1a1b2b6cdbb6ff0dfc8f231f&amp;scene=21#wechat_redirect" target="_blank" rel="noopener" data-itemshowtype="0" data-linktype="2">南都古召</a></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;">-end-</section>