Abstract: Based on the specific environment of agri-product and the perspective of basic-level technicians, using grounded theory method, this paper summarizes the market-oriented and policy-oriented of agricultural technician，and promotions formed under different types of orientation; Explores the key factors influencing the relationship between promotion-oriented and brand behavior, builds the mechanism model of agri-product promotion-oriented and farmers’ brand behavior. This study provides certain theory and research framework to explore the product promotion-oriented of agricultural technicians, and concludes the relationship between promotion-oriented and brand behavior, provides guidance for cultivating and promoting agricultural materials brand.

摘要： 本文立足农资品牌成长的特定环境，从农技基层推广人员的视角出发，运用扎根理论研究方法，归纳了农技人员农资产品推广的市场导向和政策导向，以及不同推广导向下形成的不同类型产品推广方式；探究了影响推广导向和农户品牌行为关系的关键因素，构建了农资产品推广导向对农户品牌行为的作用机理模型。本研究为深入探讨中国特殊背景下的农技人员农资产品推广导向及其与品牌成长的关系提供了一定的理论依据和研究框架，以期在实践上为促进农资品牌推广和推动农资品牌成长提供指导。