中文摘要：

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，归纳不同推广导向下形成的不同类型产品推广方式，构建农资产品推广导向对农户品牌行为的作用机理模型，为探讨中国特殊背景下农资产品推广导向与农户品牌行为的关系提供有益的理论依据和研究框架，以期在实践中发挥促进农资品牌推广和推动农资品牌成长的指导作用。

英文摘要：

Based on the specific environment in which the agri-product brands grow and from the perspective of grassrootsagricultural technicians, this paper uses the grounded theory method to summarize the different products promotion waysformed under different types of promotional orientation. It also builds a mechanism model of the impact of promotional orienta-tion on farmers＇ brand behavior. This study provides certain theory and research framework to explore the relationship betweenagricuhrual products promotional orientation and farmers＇ brand behavior, hoping to offer guidance for cultivating and promo-ting agricultural materials brand.