超大现代农业集团品牌建设研究

发布时间：2018-03-26 07:41

本文选题：超大集团　切入点：农业品牌　出处：《中国农业科学院》2008年硕士论文

【摘要】： 在全球经济日趋一体化的今天,我国农业面临着越来越严峻的挑战。中国农业要参与激烈的国际竞争,必须创建强大的自主品牌。进入亚洲品牌500强的超大集团是我国农业品牌建设的一个成功典范,研究超大品牌建设的历程与发育机理,探讨共性与特性问题,对推进我国农业品牌建设具有重要的借鉴意义。本研究以超大集团为案例,系统研究其品牌建设进程、核心内容、发育机理以及存在的制约因素等,借鉴国内外农业品牌建设经验,提出超大品牌进一步发展的战略和保障措施,归纳总结出超大品牌建设实践对我国农业品牌建设的普遍借鉴经验。超大集团顺应我国绿色食品发展潮流,以“走绿色道路,创生态文明”为经营理念,构建出一条独特的绿色生态产业链,创立了以“绿色”为特征的超大品牌。此后,企业在香港成功上市,开创中国农业国际资本运营之先河,通过募集海外资金,为企业的发展提供了重要资金保证,赢得发展先机,在18个省(市、区)建立40多个大型生产基地,完成生产基地全国性战略布局,形成配套完善的现代农业产业集群,综合优势日益显现;抓住两岸农业交流先行实践和成功保障北京奥运蔬菜供应两大契机,扩大品牌影响力;积极履行社会责任,树立良好品牌形象。几年来,随着企业实力持续增强,品牌价值也不断提升。超大集团围绕构建绿色生态产业链、创新经营模式、注重人力资源管理、加强科技创新、建立质量管理体系和绿色营销网络等6方面核心内容进行品牌化建设,形成了超大品牌独特的发育机理:以“绿色”为特征,形成特有的品牌定位;发挥龙头企业优势,优化资源配置,创建经营品牌;通过延揽人才,创新管理,为品牌发展提供原动力;紧抓科技创新、质量管理体系和品牌营销网络三个关键环节,加强品牌“软实力”建设,提升品牌竞争力。超大品牌建设面临的制约因素主要有:员工品牌意识不够强,重企业品牌、轻产品品牌,宣传力度不够、品牌价值没能充分体现以及目前农业标准化指标和农产品认证制度不完善等。结合超大集团发展现状和借鉴国内外农业品牌建设经验,提出超大品牌进一步发展的5大战略,即做强优质果蔬品牌、创立食品品牌、深化两岸农业交流与合作品牌、创建良种品牌、争创国际农业品牌等。为了保障这些战略的实施,应采取三项措施:坚持“以人为本”,打造精炼经营团队;强化技术创新,推进品牌整体提升;探索企社合作,创建经营机制新模式。本研究得出的主要结论有:(1)顺应“绿色”潮流是农业品牌建设的前提;(2)龙头企业是农业品牌建设的主体;(3)质量安全是农业品牌建设的关键;(4)创新是农业品牌发展的持续动力;(5)实力是农业企业品牌建设的基础。
[Abstract]:With the globalization of the global economy, China's agriculture is facing more and more serious challenges. China's agriculture should participate in the fierce international competition. It is necessary to create strong independent brands. The super large group, which has entered the top 500 Asian brands, is a successful example of the construction of agricultural brands in China. This paper studies the course and development mechanism of the construction of large brands, and probes into the problems of commonness and characteristics. To promote the construction of agricultural brands in China has an important reference significance. This research takes the super large group as the case, systematically studies its brand construction process, core content, development mechanism and existing restriction factors, and draws lessons from the domestic and foreign agricultural brand construction experience. This paper puts forward the strategy and safeguard measures for the further development of super brand, and summarizes the general reference experience of the construction practice of super brand for agricultural brand construction in our country. Following the trend of green food development in our country, Chao Chao Group established a unique green ecological industrial chain with the management idea of "taking the green road and creating ecological civilization", and founded the super brand characterized by "green". The successful listing of enterprises in Hong Kong created the first step in the international capital operation of China's agriculture. By raising overseas funds, the enterprises provided an important capital guarantee for the development of enterprises and won the first opportunity for development, in 18 provinces (cities). Establishing more than 40 large production bases, completing the national strategic layout of production bases and forming a complete set of modern agricultural industrial clusters, the comprehensive advantages are increasingly apparent; To seize the two major opportunities of agricultural exchanges between the two sides of the Taiwan Strait in advance and to ensure the supply of vegetables for the Beijing Olympic Games, to expand the brand influence, to actively fulfill social responsibilities, and to establish a good brand image. Over the past few years, as the strength of enterprises has continued to grow, Brand value also continues to improve. Chao Chao Group focuses on building green ecological industry chain, innovating management mode, paying attention to human resource management, strengthening scientific and technological innovation, establishing quality management system and green marketing network, etc. Forming the unique development mechanism of super brand: taking "green" as the characteristic, forming the unique brand orientation; giving full play to the advantages of leading enterprises, optimizing the allocation of resources, creating management brand, and innovating management by recruiting talents, To provide the motive force for the brand development, to grasp the three key links of scientific and technological innovation, quality management system and brand marketing network, to strengthen the "soft power" construction of the brand and to enhance the brand competitiveness. The main factors that restrict the construction of super brand are: the employee's brand awareness is not strong enough, the enterprise brand is emphasized, the brand is light, and the propaganda is not enough. The brand value is not fully reflected and the agricultural standardization index and the agricultural product certification system are not perfect at present. Combined with the current development situation of the super large group and drawing on the domestic and foreign agricultural brand construction experience, the paper puts forward five strategies for the further development of the super brand. That is, to strengthen the high-quality fruit and vegetable brands, to create food brands, to deepen cross-strait agricultural exchanges and cooperation brands, to create improved seed brands, and to create international agricultural brands. In order to ensure the implementation of these strategies, Three measures should be taken: adhere to "people-oriented", build a refined management team, strengthen technological innovation, promote the overall promotion of the brand, explore cooperation between enterprises and society, and create a new mode of management mechanism. The main conclusions of this study are: 1) conforming to the "green" trend is the premise of agricultural brand construction. (2) leading enterprises are the main body of agricultural brand construction.) quality safety is the key factor of agricultural brand construction. 4) Innovation is the development of agricultural brand. The strength of the exhibition is the foundation of the brand construction of agricultural enterprises.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F324.6

【引证文献】