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立足我国农资品牌传播的特定环境,结合我国乡村信息传播沟通、信任形成和农资购买特点,通过多案例研究归纳了市场信任、内部信任以及混合信任3种信任导向下的农资品牌传播模式,并通过跨案例比较对我国农资品牌传播的一般模式进行了总结,力图揭示我国乡村社区背景下特定农资购销关系所形成的信任导向以及不同信任导向下农资品牌传播的内在规律。
Based on the specific environment of agricultural brand communication in our country, combined with the characteristics of rural information dissemination and communication, trust formation and agricultural capital purchase in our country, the agricultural capital brand communication mode under the guidance of market trust, internal trust and mixed trust is summarized through case studies. Through the cross-case comparison, this paper summarizes the general pattern of agricultural brand communication in our country, trying to reveal the trust rules formed by the relationship between the purchase and sale of specific agricultural materials under the background of rural communities in our country and the inherent law of agricultural brand transmission under different trust orientations.