绍兴市实施农业品牌战略的初步研究

发布时间：2018-03-04 07:02

本文选题：绍兴　切入点：农产品　出处：《浙江大学》2008年硕士论文　论文类型：学位论文

【摘要】： 农业品牌战略是指农业企业为了提高其农产品的竞争力而进行的,围绕着企业及其农产品的品牌而展开的形象塑造活动。实施品牌战略是发展高效生态农业的必然选择。它是农业企业为了生存和发展而围绕品牌进行的全局性的谋划方略,是企业整体发展战略的重要内容。论文分析了培育农业品牌,实施品牌战略的意义,指出实施农业品牌战略是巩固产业结构调整成果,实现主导产业由数量型向质量型转变的必然选择,是提高农业标准化水平,实现主导产业由粗放型向精致型转变的必然选择,是提升农业产业化发展水平,实现主导产业由分散型向集成型转变的必然选择,是推进“以工促农、以城带乡”,实现主导产业由弱势型向强势型转变的必然选择。绍兴是我国首批历史文化名城,也是全国品牌经济城市、品牌之都。2007年以品牌创新的实绩荣膺“中国优秀创新型城市”称号,品牌实力跃居全国前列,中国名牌数居全省第一位。笔者在了解绍兴市农业基本情况的基础上,对绍兴市农业品牌进行了调查。目前,绍兴市已形成了一批品牌群体,培育了一批高新新产品,打造了一批骨干企业,壮大了一批支柱产业。同时本文就绍兴市在农业品牌建设过程中的成功经验进行了分析。在论文的第三部分中,对绍兴市农业品牌建设中存在的问题与发展对策进行了探讨。笔者认为,品牌意识有待进一步提高;农业企业生产规模偏小,难以形成集聚优势;产品科技含量低,品牌潜力有待挖掘;宣传力度不够,企业营销策略落后是目前存在的主要问题。在农业品牌建设发展对策上,一是要政府协调,部门合作,提高认识,强化品牌意识;二是要制定科学的政策措施,扶持农业创品牌;三是建立和完善农产品管理体系;四是加大农业品牌营销推介力度,提高市场影响力。文中对新昌县小京生开发有限公司、上虞市东海食品有限公司两家省级农业企业实施农业品牌战略的具体实践进行了实证分析。
[Abstract]:Agricultural brand strategy refers to agricultural enterprises in order to improve the competitiveness of their agricultural products. The implementation of brand strategy is an inevitable choice for the development of efficient ecological agriculture. It is an overall planning strategy for agricultural enterprises to survive and develop around the brand. Is the enterprise overall development strategy important content. The paper analyzes the significance of cultivating agricultural brand and implementing brand strategy, and points out that implementing agricultural brand strategy is the inevitable choice to consolidate the achievements of industrial structure adjustment and realize the transformation of leading industry from quantity to quality. It is the inevitable choice to improve the level of agricultural standardization, to realize the transition of leading industry from extensive type to fine type, to promote the development level of agricultural industrialization, to realize the transition of leading industry from dispersed type to integrated type, and to promote "promoting agriculture by industry". Take cities and villages ", realize the inevitable choice of leading industry from weak type to strong type." Shaoxing is one of the first historical and cultural cities in China, as well as a brand economy city and a brand capital. In 2007, Shaoxing won the title of "excellent innovative city in China" with its brand strength leaping to the forefront of the country. The author, on the basis of understanding the basic situation of agriculture in Shaoxing, has investigated the agricultural brands in Shaoxing. At present, Shaoxing has formed a group of brands and cultivated a number of high-tech products. A number of backbone enterprises have been built and a number of pillar industries have been strengthened. At the same time, this paper analyzes the successful experience of Shaoxing city in the process of agricultural brand construction. In the third part of the paper, the author discusses the problems and development countermeasures in Shaoxing's agricultural brand construction. The author thinks that the brand consciousness needs to be further improved, the scale of agricultural enterprises is small, and it is difficult to form agglomeration advantage. Low product science and technology content, brand potential to be excavated, insufficient propaganda and backward marketing strategy are the main problems at present. In agricultural brand construction and development countermeasures, first, the government should coordinate, the departments should cooperate, and the awareness should be enhanced. To strengthen brand awareness; second, to formulate scientific policies and measures to support agricultural brand creation; third, to establish and improve the management system of agricultural products; fourth, to strengthen marketing promotion of agricultural brands and to increase market influence. This paper makes an empirical analysis on the practice of implementing agricultural brand strategy in two provincial agricultural enterprises of Xinchang Xiaojingsheng Development Co., Ltd and Shangyu Donghai Food Co., Ltd.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F327

【引证文献】