广西藤县粉葛品牌营销策略研究

发布时间：2018-01-31 19:11

本文关键词： 特色农产品粉葛品牌营销策略广西藤县　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：在农业市场化不断加快的今天,构建农产品品牌是提升农产品竞争力重要途径。粉葛作为我国传统的药食两用植物,研究和开发粉葛,具有广阔的国内外市场前景,但是广西藤县作为全国的粉葛原料种植基地、主要集散地和深加工基地,粉葛产业发展具有先天优势,却始终在国内未能取得较为广泛的知名度,至今在市场仍未有明显的标志性品牌。本文研究内容为广西藤县粉葛品牌营销策略,通过对藤县粉葛产业发展现状、粉葛农产品品牌及其营销现状、营销环境分析,探讨当前藤县粉葛产业经营观念落后、品牌意识不强等问题,针对性提出藤县粉葛特色农产品品牌营销策略以及策略实施的保障措施,解决藤县粉葛特色农产品品牌营销中存在的问题,提高藤县粉葛特色农产品市场竞争力,力求为藤县粉葛特色农产品品牌营销上提供一些应用方面的指导,促进藤县粉葛产业健康、可持续发展。同时,本文选取的是具有地方区域特色、具有一定产业基础且具有广阔开发研究前景的地方特色农产品——藤县粉葛作为研究对象,采用文献分析法、系统分析法、比较分析法、实证研究和规范分析相结合等研究方法,虽然研究对象是特定的,但研究对象的问题是具有一定代表性,研究的结果对类似具有地方特色的农产品品牌营销具有一定的借鉴参考意义。
[Abstract]:In the agricultural marketization of today, the construction of agricultural products brand is an important way to enhance the competitiveness of agricultural products. Pueraria lobata, as a traditional medicinal and food dual-use plant, research and development of Pueraria lobata. There is a broad market prospects at home and abroad, but as a national planting base of raw materials of Pueraria pueraria, the main distribution center and deep processing base, Pueraria pueraria industry development has a congenital advantage. But has not been widely known in the domestic, so far there is no obvious trademark brand in the market. The content of this paper is the marketing strategy of Guangxi Fuxian powder Pueraria, through the development of Pueraria pueraria industry in Fuxian. The brand of Pueraria lobata and its marketing situation, the analysis of marketing environment, the discussion on the backward concept of industrial management of Pueraria lobata in Fuxian county, the lack of brand awareness and so on. This paper puts forward the marketing strategy and the guarantee measures of the characteristic agricultural products in Fuxian, and solves the problems existing in the brand marketing of the special agricultural products in Fuxian. To improve the market competitiveness of Fangkue characteristic agricultural products in Fuxian County, and to provide some application guidance for the brand marketing of Pink Pueraria products in Fuxian County, to promote the healthy and sustainable development of Pueraria lobata industry in Fuxian County. In this paper, with local regional characteristics, has a certain industrial basis and has broad prospects for development and research of local characteristics of local agricultural products-Fujianyu as the research object, using literature analysis, system analysis. Comparative analysis, empirical research and normative analysis and other research methods, although the object of study is specific, but the problem of research object is representative. The results of the study have some reference significance for similar agricultural product brand marketing with local characteristics.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

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