林甸县绿色农产品品牌建设问题及对策

发布时间：2018-03-05 05:30

本文选题：林甸县　切入点：品牌建设　出处：《黑龙江八一农垦大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国农业部在2017年2月提出的《中共中央国务院关于深入推进农业供给侧结构性改革加快培育农业农村发展新动能的若干意见》(以下简称为中发[2017]1号文件)中明确指出2017年农业经济工作重点在于大力发展绿色农业,以农业改革作为动力,以农业结构调整为重点,以打造新业态、扶持新主体、拓宽新渠道、加快农业供给侧结构性改革为方法,以提升绿色农产品的供给体系质量和供给效率为主要发展方向,突出绿色农业发展的生产经营体系聚力。这也正是我国绿色农产品品牌建设在“十三五”开局中的一个发展契机。在此前提下,科学的制定区域绿色农产品品牌的建设策略就显得尤为重要,文章以此为大前提,以林甸绿色农产品品牌为研究对象,将品牌发展情况,实地调研数据等进行理论与实践相结合的调查研究,结合问卷调查法及相应的统计结果和分析归纳总结出林甸绿色农产品品牌存在的问题,并加以分析解决,为林甸绿色农产品品牌创名的可持续发展提供夯实的理论基础。文章的论述结构共分为六部分,具体研究内容如下:第一部分,绪论,主要介绍了本文的选题背景、研究目的、研究方法、主要内容及论文的结构;第二部分,介绍文章论述相关概念界定与相关理论,包括:绿色农产品的概念界定,品牌建设理论,产品竞争理论,绿色农产品相关理论,绿色农产品品牌的基本现状,绿色农产品建设的必要性等;第三部分,林甸县绿色农产品品牌建设问卷调查,包括问卷设计调查对象等细节,并对林甸地区7家目标绿色农产品品牌企业的调查结果进行统计、分析,总结出影响品牌建设的因素;第四部分,通过第三部分问卷调查结果的统计分析,总结出林甸县绿色农产品品牌建设存在的问题;第五部分,将第四部分的总结出的问题与第三部分问卷调查的结果相结合,分政府角度和企业角度两个方向做出林甸县绿色农产品品牌建设的相应对策与建议;第六部分,结论。
[Abstract]:"opinions of the CPC Central Committee and the State Council on deepening the structural Reform on the supply side of Agriculture and speeding up the cultivation of New Kinetic Energy for Agricultural Rural Development" (hereinafter referred to as Zhongfa [2017] 1 document) put forward by the Ministry of Agriculture in February 2017. In 2017, it was pointed out that the focus of agricultural economic work was to vigorously develop green agriculture, Taking the agricultural reform as the motive force, taking the agricultural structure adjustment as the focal point, to create the new trade pattern, to support the new main body, to widen the new channel, to speed up the agricultural supply-side structural reform as the method, In order to improve the quality and efficiency of the supply system of green agricultural products, Highlight the production and management system of green agriculture development. This is also an opportunity for green agricultural product brand building in the beginning of the 13th Five-Year Plan. Scientific formulation of regional green agricultural product brand construction strategy is particularly important, the article takes this as the premise, taking Lindian green agricultural product brand as the research object, will brand development situation, The field investigation data and so on carries on the investigation and the research which the theory and the practice unifies, unifies the questionnaire survey method and the corresponding statistical result and the analysis summarizes the forest meadow green agricultural product brand existence question, and carries on the analysis to solve, This paper is divided into six parts: the first part, introduction, mainly introduces the background and purpose of this paper, and provides a solid theoretical basis for the sustainable development of Lindian green agricultural product brand. Research methods, main contents and the structure of the paper. The second part introduces the definition of relevant concepts and related theories, including: concept definition of green agricultural products, brand building theory, product competition theory, green agricultural products related theory, The basic status quo of green agricultural product brand, the necessity of green agricultural product construction, etc. The third part, the questionnaire survey of green agricultural product brand construction in Lindian County, including the questionnaire design survey object and other details. And the survey results of 7 target green agricultural product brand enterprises in Lindian area are analyzed, and the factors influencing brand construction are summarized. Part 4th, through the third part of the statistical analysis of the results of the questionnaire, The problems of green agricultural product brand construction in Lindian County are summarized. Part 5th combines the problems summarized in part 4th with the results of questionnaire survey in the third part. The corresponding countermeasures and suggestions of green agricultural product brand construction in Lindian County are made from the angle of government and enterprise; part 6th, conclusion.
【学位授予单位】：黑龙江八一农垦大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5

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