连州菜心特色农产品品牌建设研究

发布时间：2018-03-01 07:19

本文关键词： 特色农产品价值要素理论品牌建设地理标志　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展的飞速发展,我国农业生产取得了较快的进步。在我国传统的农业生产中,农产品生产存在数量小、品种少的缺点,在一定程度上制约了农产品品牌建设工作的开展,同时也给我国农业发展造成影响。新时代下,人们生活水平得到提高,给农产品生产提出更高的要求,农产品生产中越来越重视品牌建设,从而推动传统农业向现代化农业转型。文章总体思路是先阐述研究的目的、意义和背景,同时介绍了国内外研究现状以及本文的研究思路和方法;然后对相关理论为进行了综述,同时介绍了连州菜心品牌建设概况,并分析连州菜心品牌建设的影响因素,对连州菜心特色农产品品牌建设的影响因素进行了DEMATEL分析;最后,根据连州菜心特色农产品品牌建设现状,结合品牌建设中的问题分析,给出对策并提出品牌建设的保障机制,保障机制从企业、协会、政府三方面提出了连州菜心特色农产品品牌建设的对策建议,建立长效机制,促进连州菜心特色农产品品牌的建设。根据时代特点对连州菜心品牌进行品牌定位,并从政府主管部门角度出发,对连州菜心品牌下一步的建设和推广提出了有针对性的、具有可操作性的规划和建议,可推广及促进其他农产品品牌的构建和发展,且更好地促进连州菜心品牌全面、健康发展,本文的研究内容可为相关企业提供决策依据,也可以给相关政府主管部门的工作提供重要参考。
[Abstract]:With the rapid development of economy development, agricultural production in China has made rapid progress. In China's traditional agricultural production, agricultural production has a small number of varieties, less faults, restricted to a certain extent the work of the brand building of agricultural products, but also to the impact of China's agricultural development. Age, people's life and improve the level of agricultural production, to put forward higher requirements, the production of agricultural products more and more attention to brand building, to promote the transformation of traditional agriculture to modern agriculture. The general idea is to elaborate the research purpose, significance and background, and introduces the research status and research ideas then the related theory and methods; as were reviewed, and introduced the general situation of Lianzhou vegetable brand construction, and analyzes the influencing factors of the brand construction of Lianzhou cabbage, Lianzhou cuisine heart of characteristic agricultural products The DEMATEL analysis of influencing factors of brand construction; finally, according to the current situation of brand construction of agricultural products with the characteristics of Lianzhou, combined with the analysis of brand building in question, gives the countermeasure and puts forward the guarantee mechanism of brand construction, safeguard mechanism from enterprises, associations, government three aspects put forward suggestions on the construction of Lianzhou characteristic agricultural products brand of Chinese cabbage and establish a long-term mechanism to promote the construction of Lianzhou with special agricultural products brand. According to the characteristics of the times of the brand positioning of Lianzhou vegetable brand, and from the point of view of the government departments, the construction of the Lianzhou heart brand next promotion and put forward targeted, operational planning and advice, and can be constructed to promote the development and promotion of other agricultural products brand, and promote the healthy development of Lianzhou vegetable brand overall, and the content of this study for the related enterprises to provide basis for decision making It can also provide important reference for the work of the relevant government authorities.

【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5

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