西安文理学院学报(社会科学版)
西安文理學院學報(社會科學版)
서안문이학원학보(사회과학판)
JOURNAL OF XI'AN UNIVERSITY OF ARTS AND SCIENCE(SOCIAL SCIENCES EDITION)
2014年
4期
113-116
,共4页
创意农业%营销传播%创新扩散
創意農業%營銷傳播%創新擴散
창의농업%영소전파%창신확산
creative agriculture%marketing communications%innovation diffusion
将我国创意农业的经营者分为三种类型:精英农民、工商资本家及政府主导的与当地农民的联合体,从营销传播视角分析这三类经营者的特征、目标市场、营销内容、营销方式、营销管理特点。最后运用创新扩散理论,针对三类经营者在营销传播中存在的问题分别提出对策。
將我國創意農業的經營者分為三種類型:精英農民、工商資本傢及政府主導的與噹地農民的聯閤體,從營銷傳播視角分析這三類經營者的特徵、目標市場、營銷內容、營銷方式、營銷管理特點。最後運用創新擴散理論,針對三類經營者在營銷傳播中存在的問題分彆提齣對策。
장아국창의농업적경영자분위삼충류형:정영농민、공상자본가급정부주도적여당지농민적연합체,종영소전파시각분석저삼류경영자적특정、목표시장、영소내용、영소방식、영소관리특점。최후운용창신확산이론,침대삼류경영자재영소전파중존재적문제분별제출대책。
The operators of creative agriculture in China are divided into three types, elite farmers, industrial and commercial capitalists and government-led association with local farmers. This paper analyzes their characteristics, target market, marketing content and marketing management features, etc. , from the perspective of marketing com-munications. Finally it puts forward countermeasures on the problems existing in the marketing communication of the three types operators, on the basis of the theory of innovation diffusion.