乡村振兴视角下创意特产品牌创新与升级研究——以绍兴黄酒为例
摘 要：近年来，绍兴农业发展得到大力扶持，发展成绩斐然，绍兴黄酒是绍兴农产品的最重要特产之一。文章以绍兴目前主流黄酒品牌为例进行了分析，提出加强黄酒产品质量提升，品牌创新升级，注重营销策略与服务价值，利用文化创意吸引消费群，不断提升绍兴黄酒品牌的影响力，促进绍兴特产品牌的创新发展。
关键词：乡村振兴；创意特产；品牌升级
中图分类号：F426 文献标识码：A
文章编码：1672-7053(2019)10-0101-02
Abstract： In recent years, Shaoxing's agricultural development has been greatly supported by all respects and achieved remarkable achievement. Shaoxing rice wine is one of the most important characters of Shaoxing's agricultural products. This article is mainly focusing on Shaoxing's current mainstream rice wine brands which as a case study, in order to provide solutions to enhance the quality of rice wine products, as well as brand innovation and upgrading, furthermore, this article will pay attention to marketing strategies and service value, use cultural creativity to attract consumers, constantly enhance the influence of Shaoxing's rice wine brands, and promote the innovation and development of Shaoxing's local special product brands.
Key Words：Rural rejuvenation; creative specialty; brand upgrade
