CAJ | 학술논문

随州市通过举办农业节庆，成功树立了兰花、香菇、油桃等三个区域品牌。本文分析通过举办节庆培育农产品品牌的内在机理：创设主题情景，通过消费者体验来提升顾客感知价值，进而树立品牌。农业节庆不仅可以展示产品本身，而且可以展示产品内涵和当地的风土人情，进而提升其附加值。农业节庆要注意挖掘内涵。
수주시통과거판농업절경，성공수립료란화、향고、유도등삼개구역품패。본문분석통과거판절경배육농산품품패적내재궤리：창설주제정경，통과소비자체험래제승고객감지개치，진이수립품패。농업절경불부가이전시산품본신，이차가이전시산품내함화당지적풍토인정，진이제승기부가치。농업절경요주의알굴내함。
It has successfully established three regional brands, such as orchids, mushrooms, nectarines, in Suizhou through organizing agricultural festivals. It analyzes the inherent mechanism of cultivating brand by organizing festivals, which is the creation of theme scenarios, enhancing the customer experience through consumer perceived value, and thus establishing a brand. Agricultural festivals not only show the product itself, but also show the product content and local customs, and enhancing its value. Agricultural festivals should pay attention to find its connotation.