摘要
Abstract
Against the backdrop of consumption upgrading,the demand for branding in livestock and poultry products has extended to the upstream feed industry chain.Brand image has become the core asset for feed enterprises to break through competitive barriers and gain market trust.Digital media,with its advantages of rapid dissemination,broad coverage,strong interactivity,and cost controllability,has emerged as the primary vehicle for brand building.However,the application of digital media in the feed industry generally lags behind other sectors,and existing research lacks systematic strategic support for this niche field.The study identifies five core issues in brand building for feed enterprises:ambiguous positioning,homogenized content,fragmented channel layout,insufficient technology and data-driven approaches,and missing safeguard mechanisms.The application of digital media exhibits characteristics of"superficiality,singularity,and passivity,"showing significant gaps compared to brand-building needs.Based on this,the paper constructs a six-dimensional strategy system encompassing"positioning,content,channels,technology,ecosystem,and safeguards."This clarifies the intrinsic connection between digital media and brand image building in feed enterprises,aiming to provide actionable pathways for achieving brand upgrades through digital media while enriching theoretical research on brand digitalization in agricultural sub-sectors.关键词
数字媒体/饲料企业/品牌形象塑造/策略体系/核心价值定位Key words
digital media/feed industry/brand image building/strategy system/core value positioning分类
管理科学
