基于山区特色产业带的“京东板栗”区域品牌发展研究

发布时间：2018-04-02 19:01

本文选题：山区特色产业　切入点：区域品牌　出处：《北京交通大学》2008年硕士论文

【摘要】： 经济全球化背景下,区域竞争已成为国际竞争的重要形式,品牌是市场竞争的核心,这对农产品行业也不例外。2006年12月,河北省人民政府以地理标志产品保护的形式创建了“京东板栗”区域品牌。然而,由于品牌意识淡薄、品牌经营主体模糊以及农产品区域品牌的特殊性等原因,“京东板栗”区域品牌一直停留在品牌发展的初级阶段。因此,依据河北燕山板栗产业优势,针对“京东板栗”区域品牌发展现状和存在的问题,如何全面提升“京东板栗”区域品牌竞争力,充分发挥品牌效应和整体效益是河北板栗产业在品牌化经营道路上必须要解决的问题。本文以区域品牌、产业带、产业集群、农产品品牌、农产品营销等理论为指导,从河北燕山板栗产业带和产业集群的角度出发,以“京东板栗”区域品牌为研究对象,为该区域品牌制定了一整套品牌发展策略。本文首先提出了河北燕山板栗产业带和产业集群的概念,分析了该产业带和产业集群的形成因素及面临的问题。第二,在河北燕山板栗产业集群的基础上,对“京东板栗”区域品牌进行了全面的界定,分析了“京东板栗”区域品牌的经营现状,提出了对其实施品牌建设的必要性。第三,针对“京东板栗”区域品牌存在的问题,为其制定了品牌战略规划和品牌导入策略,在此基础上,提出了较详细的该区域品牌发展的实施策略。
[Abstract]:Under the background of economic globalization, regional competition has become an important form of international competition, and brand is the core of market competition, which is no exception for agricultural products industry.Hebei Province people's Government in the form of geographical indications product protection to create "JingDong chestnut" regional brand.However, due to the weak brand consciousness, the fuzzy main body of brand management and the particularity of regional brand of agricultural products, the regional brand of "JingDong Chestnut" has been staying in the primary stage of brand development.Therefore, according to Hebei Yanshan chestnut industry superiority, in view of "JingDong Chinese chestnut" regional brand development present situation and the existence question, how to promote the "JingDong Chinese chestnut" regional brand competition in an all-round way,Giving full play to the brand effect and the whole benefit is the problem that must be solved in the brand management road of Hebei chestnut industry.Guided by the theories of regional brand, industrial belt, industrial cluster, agricultural product brand and agricultural product marketing, this paper starts from the angle of Hebei Yanshan chestnut industry belt and industrial cluster, and takes "JingDong chestnut" regional brand as the research object.A whole set of brand development strategies has been developed for the regional brand.In this paper, the concept of industrial belt and industrial cluster of Chinese chestnut in Yanshan, Hebei Province was put forward, and the forming factors and problems of the industrial belt and industrial cluster were analyzed.Secondly, on the basis of Hebei Yanshan chestnut industry cluster, this paper defines the regional brand of "JingDong chestnut", analyzes the management status of the regional brand of "JingDong chestnut", and puts forward the necessity of carrying out the brand construction.Thirdly, aiming at the problems existing in the regional brand of "JingDong Chestnut", the brand strategic planning and brand introduction strategy are formulated, and on this basis, the implementation strategy of the regional brand development is put forward in detail.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F327

【引证文献】