中文摘要：

立足我国农资品牌传播的特定环境,结合我国乡村信息传播沟通、信任形成和农资购买特点,通过多案例研究归纳了市场信任、内部信任以及混合信任3种信任导向下的农资品牌传播模式,并通过跨案例比较对我国农资品牌传播的一般模式进行了总结,力图揭示我国乡村社区背景下特定农资购销关系所形成的信任导向以及不同信任导向下农资品牌传播的内在规律。

英文摘要：

Based on specific environment of agricultural materials brand communication, combi- ning the characteristics of information communication, trust formation and agricultural materials pur- chasing in rural areas, this paper summarizes three kinds of agricultural materials brand communica- tion modes： market trust-orientation, internal trust-orientation and hybrid trust-orientation~ defines the general mode of agricultural materials brand communication through cross case studies. Besides, the research tries to reveal the internal regularity of different trust-oriented brand communication, and provides guidance and direction for agricultural materials brand communication, brand management theory research and practical exploration.