“库尔勒香梨”区域品牌战略研究

发布时间：2018-04-13 21:03

本文选题：库尔勒香梨 + 区域品牌　；参考：《新疆农业大学》2014年硕士论文

【摘要】：随着品牌时代的到来，区域品牌的创建和发展成为推动我国经济持续发展的一股新生力量。区域品牌是一种区域内的公共品牌，具有显明的地域色彩，因此，它在农产品领域表现的尤为突出，因为优异的自然条件和独特的地理环境是造就农产品品质不可复制性的关键，也是农产品创建区域品牌的关键。新疆作为林果业大省，拥有丰富的名优特林果产品资源，具备创建林果产品区域品牌的优势基础条件。近年来，加入区域公用品牌行列的林果产品也越来越多，如库尔勒香梨、吐鲁番葡萄、阿克苏苹果等。但是，这些已有的林果产品区域品牌在销售规模、市场竞争力方面与国内外同类品牌相比差距仍很大。在2004年，库尔勒香梨就以地理标志产品保护的形式创建了“库尔勒香梨”区域品牌。然而，由于缺乏区域品牌意识、香梨质量下降及区域品牌管理不力等原因，使“库尔勒香梨”区域品牌一直处于初级阶段。鉴于此，本文就以“库尔勒香梨”区域品牌为研究对象，以区域品牌、品牌竞争力、品牌营销学等理论为研究基础，，分析“库尔勒香梨”区域品牌的发展现状，结合对“库尔勒香梨”区域品牌影响因素的评价，提出了“库尔勒香梨”区域品牌发展的提升策略和实施建议。旨在寻求一条理论上可行，实践上可操作的途径，对促进库尔勒香梨产业良好发展起到积极有效的推动作用。
[Abstract]:With the arrival of brand era, the establishment and development of regional brand has become a new force to promote the sustainable development of our economy.Regional brand is a kind of regional public brand with obvious regional color, therefore, it is particularly prominent in the field of agricultural products.Because of the excellent natural conditions and unique geographical environment is the key to the quality of agricultural products can not be replicated, but also the key to the creation of regional brands of agricultural products.Xinjiang, as a big province of forest and fruit industry, has abundant resources of famous and special forest and fruit products, and has the advantages and basic conditions to establish regional brands of forest and fruit products.In recent years, more and more forest and fruit products, such as Korla fragrant pear, Turpan grape, Aksu apple and so on, have joined the ranks of regional public brands.However, these regional brands of forest and fruit products are still far from domestic and foreign brands in terms of sales scale and market competitiveness.In 2004, Korla fragrant pear in the form of geographical indication product protection, "Korla fragrant pear" regional brand.However, due to the lack of regional brand awareness, the decline in quality of fragrant pear and the lack of regional brand management, the regional brand of "Korla fragrant pear" has been in the primary stage.In view of this, this article takes "Korla fragrant pear" regional brand as the research object, takes the regional brand, brand competitiveness, brand marketing theory as the research foundation, analyzes the development present situation of "Korla fragrant pear" regional brand.Based on the evaluation of the influencing factors of the regional brand of "Korla fragrant pear", this paper puts forward the promotion strategy and implementation suggestions of the regional brand development of "Korla fragrant pear".The aim is to find a feasible and practical way to promote the good development of Korla pear industry.
【学位授予单位】：新疆农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F326.13

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