品牌信任视角下的绿色农产品零售终端塑造品牌体验的策略探讨

摘要

How to establish costumers' trust on brand is an important factor that retrain the development of the market of green agricultural products. And brand experience is an important method to achieve this goal. And the point of sale is the front position to forge the brand experience. The paper begins from the introductions of green agricultural products, brand trust and brand experience; followed by the analysis on consumers of green agricultural products from the perspective of brand trust and brand experience. Finally, the author points out steps and strategies to forge the brand experience of green agricultural products.%制约我国绿色农产品市场发展的一个重要问题是如何培育顾客的品牌信任，而塑造品牌体验是培育顾客信任的重要手段，其中零售终端是塑造绿色农产品品牌体验的前沿阵地。首先介绍绿色农产品与品牌信任以及品牌体验，接着从品牌信任和品牌体验角度分析绿色农产品消费者，最后指出绿色农产品零售终端塑造品牌体验的步骤和策略。