商务传媒学院知识库

2017年，中央文件中首次提出农产品区域品牌是大力发展现代化农产业的基础，地方政府和有关部门要着力打造区域品牌。近年来，国家和社会各界越来越重视农产品区域品牌的建设与发展，使其带动区域经济的发展。在互联网时代下，各行各业与“互联网+”相融合，以期能够搭乘网络发展顺风车，实现自身需求。静宁苹果区域品牌作为静宁县特有的区域品牌，现已形成基地规模化、生产标准化、产品品牌化、营销市场化的发展格局。静宁苹果虽已形成自己的区域品牌，但名声的积累大多靠的是多年的沉淀，在网络环境中，受各种因素的影响，静宁苹果区域品牌的传播还存在诸多问题，有待进一步研究解决。

本研究以静宁苹果区域品牌为研究对象，以传播学视角为切入点，首先通过文献阅读明晰区域品牌传播的相关概念与理论基础，为本文的研究做一定的理论铺垫；其次，通过深度访谈了解静宁苹果区域品牌形成、发展现状，并以区域品牌传播模式为基础，从区域品牌传播六要素来详细解析静宁苹果区域品牌的传播现状，总结出静宁苹果区域品牌的网络传播策略；最后，通过对静宁苹果区域品牌网络传播策略的研究，得出如下结论：

第一，静宁苹果区域品牌经过多年的发展，其在网络传播中现已形成多极化传播主体、多平台传播渠道、多元化传播形式的基本策略。网络传播策略的形成有益于区域品牌的传播，为实现传播效果最大化赋能。第二，静宁苹果区域品牌的网络传播虽已形成相应的策略，但其还存在诸多问题，这些都有碍于网络传播效果最大化。网络传播是一把双刃剑，只有明了网络世界的运行规则，才能使网络传播成为区域品牌传播的助推器，帮助其树立良好形象。第三，静宁苹果区域品牌在网络传播中，可以通过对传播主体、传播人才、传播渠道等的分层优化，提高静宁苹果区域品牌传播的广度与深度，带来经济效益的转变。

通过对静宁苹果区域品牌传播策略的研究，得出其在发展过程中所存在的问题，并提出针对性的解决措施，以期为静宁苹果区域品牌的网络传播提供理论依据与实践指导，促进静宁苹果区域品牌的建设，促进静宁苹果产业经济的发展。同时，也可为其他地区区域品牌的传播提供一定意义的理论指导。

In 2017, the central document for the first time proposed that the regional brand of agricultural products is the foundation of vigorously developing modern agricultural industry, and local governments and relevant departments should focus on building regional brands. In recent years, the country and all walks of life pay more and more attention to the construction and development of regional brand of agricultural products, so that it drives the development of regional economy. In the Internet era, all walks of life and "Internet +" integration, in order to be able to ride the development of the network, to achieve their own needs. Jingning Apple regional brand as a unique jingning county regional brand, has formed a large-scale base, production standardization, product branding, marketing market-oriented development pattern. Jingning Apple has formed its own regional brand, but the accumulation of reputation is mostly by years of precipitation, in the network environment, affected by a variety of factors, jingning Apple regional brand communication still exist many problems, to be further studied to solve.

This study takes Jingning Apple regional brand as the research object, and from the perspective of communication as the entry point. Firstly, through literature reading, it makes clear the related concepts and theoretical basis of regional brand communication, which lays a theoretical foundation for the study of this paper. Secondly, through in-depth interview to understand the formation and development status of Jingning Apple regional brand, and based on the regional brand communication mode, from the six elements of regional brand communication to analyze the status quo of jingning Apple regional brand communication, summed up the network communication strategy of Jingning Apple regional brand; Finally, through the study of jingning Apple regional brand network communication strategy, the following conclusions are drawn:

First, Jingning Apple regional brand after years of development, its in the network communication has formed a multi-polarization communication subject, multi-platform communication channels, diversified communication form of the basic strategy. The formation of network communication strategy is beneficial to the communication of regional brands, enabling the maximization of communication effect. Second, although the network communication of Jingning Apple regional brand has formed a corresponding strategy, there are still many problems, which hinder the maximization of network communication effect. Network communication is a double-edged sword. Only by understanding the operation rules of the network world can network communication become the booster of regional brand communication and help it establish a good image. Third, Jingning Apple regional brand in the network communication, can be through the communication of the main body, communication talent, communication channels of stratification optimization, improve the breadth and depth of jingning Apple regional brand communication, bring the change of economic benefits.

Based on the research of the regional brand communication strategy JingNing apple, it is concluded that during the development process of the existing problems, and puts forward corresponding solving measures, so as to JingNing apple regional brand of network transmission to provide theoretical basis and practice guidance, promote JingNing apple for the construction of regional brand, promote the development of JingNing apple industry economy. At the same time, it can also provide theoretical guidance for the propagation of regional brands in other regions.