Giao tiếp thương hiệu cho trung tâm giao dịch sản phẩm nông nghiệp Việt Nam

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Tác giả: Khúc Đại Long

Ngôn ngữ: Vie

Ký hiệu phân loại: 650 Management and auxiliary services

Thông tin xuất bản: Nghiên cứu Tài chính Kế toán 2023

Mô tả vật lý: 111-117

Bộ sưu tập: Metadata

ID: 400962

Thêm vào giỏ Liên kết toàn văn

Giao dịch nông sản qua các Trung tâm giao dịch nông sản Việt Nam (còn gọi là Trung tâm giao dịch nông sản Việt Nam hoặc Chợ nông sản hoặc Trung tâm giao dịch nông sản hoặc Điểm giao dịch nông sản) đang có những bước phát triển đầu tiên. Trong giai đoạn đầu, các doanh nghiệp và các thành viên của họ gặp rất nhiều khó khăn khi hoạt động trong lĩnh vực này. Nếu muốn tồn tại và phát triển bền vững, một trong những nhiệm vụ quan trọng mà bất kỳ trung tâm giao dịch nông sản nào cũng phải làm là thu hút nhiều người tham gia giao dịch thông qua mình. Tuy nhiên, không dễ để làm được điều đó, doanh nghiệp không thể bỏ qua các hoạt động truyền thông cho thương hiệu của mình để đạt được thành công trong tương lai.Dựa trên nghiên cứu hiện nay về truyền thông thương hiệu tại một số trung tâm giao dịch nông sản của Việt Nam như: Trung tâm giao dịch cà phê Buôn Ma Thuột, Sàn giao dịch nông sản do Tập đoàn Viettel phát triển (voso.vn), Sàn giao dịch Sài Gòn Thương Tín (Sacom Ste), Sàn giao dịch nông nghiệp và Sàn giao dịch nhu cầu thực phẩm (AFDEX), v.v... Bài viết đã phân tích những hạn chế trong quá trình truyền thông thương hiệu thời gian qua. Ngoài ra, tác giả đưa ra các đề xuất nhằm nâng cao hiệu quả truyền thông thương hiệu cho các sàn giao dịch này., Tóm tắt tiếng anh, Trading agricultural products through the Agricultural products exchange centers of Vietnam (also called Vietnam's agro-product exchange centers or Agro-market places or agro-products trading center or agro-products trading place) is taking the first steps in its development. In the early stages, businesses and their members have faced many difficulties in operating in this field. If one wants to survive and develop sustainably, one of the important tasks that any Agricultural products exchange center must do is to attract more people involved in making transactions through them. However, not so easy to do that, businesses can not ignore the communication activities for their brand to achieve success in the future.Based on current research on brand communication at some of Vietnam's agro-product exchange centers such as Buon Ma Thuot Coffee Exchange Center, Agricultural product trading floor developed by Viettel Group (voso.vn), Saigon Thuong Tin trading center (Sacom Ste), Agriculture And Foodstuff Demand Exchange (AFDEX), etc... The paper has analyzed the limitations of the brand communication process recently. In addition, the author offers suggestions to improve the effectiveness of brand communications for these exchanges.

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