丽水市农产品品牌战略研究

发布时间：2018-04-29 04:22

本文选题：丽水 + 农产品　；参考：《华中农业大学》2009年硕士论文

【摘要】： 发展现代农业是我国社会主义新农村建设的首要任务。面对当前农产品国际化的严峻挑战,作为发达省份中的一些欠发达地区如何利用发达省份更多的经济资源等有利条件,率先发展、整合农产品品牌资源,推进名牌战略,提高市场竞争能力,起一个示范作用,已迫在眉睫。本论文就从这个角度展开,以较有代表性的浙江省丽水市为例进行农产品品牌战略问题研究。在对丽水市的农产品品牌建设现状进行深入调查分析的基础上,通过系统比较分析方法,探讨了欠发达地区农产品品牌战略规划与实施中存在的主要问题,从欠发达地区区域经济的特点出发,从政府、企业、农户、协会四大主体入手,综合分析这些问题的主要成因。通过分析欠发达地区及其农产品生产经营的特点,认为在品牌建设与改造的过程中,必须充分发挥政府的主导作用、通过政府、企业与农户共同努力,实施低成本创建策略,利用现有的各种资源,通过对现有品牌整合来实现,才能达到最佳的经济效益和社会效益。并提出了农产品品牌实施的具体步骤,认为在农产品品牌整合中政府应发挥倡导者、规划者、扶持者、管理者、服务者五大角色作用。通过丽水市惠明茶叶品牌的整合创建的成功案例分析,认为欠发达地区农产品品牌可以通过整合,实施低成本创建的效果,进而做强、做大品牌。并在对影响品牌战略的成因分析的基础上,提出了树立大品牌的观念,区域品牌与企业品牌相结合,农业生产和农产品标准化,企业与农户联合运作,完善品牌管理体系等相应的对策建议。
[Abstract]:The development of modern agriculture is the primary task of the construction of new socialist countryside in China. In the face of the severe challenge of the internationalization of agricultural products at present, as some less developed areas in the developed provinces, how to make use of the favorable conditions such as more economic resources in the developed provinces, to take the lead in developing and integrating the brand resources of agricultural products, and to promote the famous brand strategy, Improve market competition ability, play an exemplary role, already imminent. From this point of view, this paper takes the representative Lishui City of Zhejiang Province as an example to study the brand strategy of agricultural products. Based on the in-depth investigation and analysis of the current situation of agricultural product brand construction in Lishui City, this paper discusses the main problems existing in the strategic planning and implementation of agricultural product brand in less developed areas through the method of systematic comparative analysis. Based on the characteristics of regional economy in underdeveloped areas, the main causes of these problems are analyzed synthetically from the four main bodies of government, enterprise, peasant household and association. Based on the analysis of the characteristics of underdeveloped areas and their agricultural products production and management, it is considered that in the process of brand building and transformation, the leading role of the government must be brought into full play, and through the joint efforts of the government, enterprises and farmers, the strategy of creating low cost should be implemented. The best economic and social benefits can be achieved by integrating existing brands with existing resources. The concrete steps of the implementation of agricultural product brand are put forward, and the government should play five roles in the integration of agricultural product brand: advocate, planner, support, manager and service. Based on the successful case study of the integration of Huiming tea brand in Lishui City, it is concluded that the agricultural product brand in the less developed areas can be established at low cost through integration, and then become stronger and bigger. On the basis of analyzing the causes of influencing brand strategy, the paper puts forward the idea of establishing big brand, combining regional brand with enterprise brand, agricultural production and agricultural product standardization, and joint operation between enterprise and farmer household. Improve the brand management system and other corresponding countermeasures.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F323.7

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