山西特色农产品品牌发展研究

发布时间：2018-05-20 10:33

本文选题：山西 + 特色农产品　；参考：《山西财经大学》2008年硕士论文

【摘要】： 山西是特色农业资源较为丰富的省份,据统计,山西有地理标志特征的特色农产品千余种,其中已注册商标的2600多件,尤其是“小杂粮”、红枣、干鲜果等特色农产品在国内独具特色。但由于长期以来全社会对特色农产品品牌发展重视不够,因此山西的特色农产品品牌竞争力仍函待提高。基于此,本文选择山西特色农产品品牌发展作为研究对象,期望通过这一研究,对提升山西特色农产品品牌的竞争力提供有益的参考。本文运用比较分析法、PEST分析法、调查问卷分析法等方法,在对国内外学术界关于特色农产品品牌研究进行回顾与综述的基础上,通过对山西特色农产品品牌发展现状梳理,分析了山西特色农产品品牌发展面临的环境,经实地调查并采用调查问卷法,根据回收问卷的结果提出并论述了山西特色农产品品牌发展的定位战略、创新战略、营销战略。最后,以太原汉波有限公司为个案研究,对所提观点进行了佐证。
[Abstract]:Shanxi is a province with abundant characteristic agricultural resources. According to statistics, there are more than a thousand kinds of characteristic agricultural products with geographical indications in Shanxi. Among them, more than 2600 pieces of registered trademarks, especially "minor grains" and jujube, have been registered. Dry fresh fruit and other characteristics of agricultural products in the domestic unique. However, because the whole society has not paid enough attention to the development of characteristic agricultural product brand for a long time, the competitiveness of Shanxi characteristic agricultural product brand still needs to be improved. Based on this, this paper chooses Shanxi characteristic agricultural product brand development as the research object, anticipates through this research, to enhance the Shanxi characteristic agricultural product brand competition ability to provide the beneficial reference. In this paper, by using the methods of comparative analysis, pest analysis, questionnaire analysis and so on, on the basis of reviewing and summarizing the research on characteristic agricultural product brand in domestic and foreign academic circles, this paper combs the present situation of Shanxi characteristic agricultural product brand development. This paper analyzes the environment facing the development of Shanxi characteristic agricultural product brand, and puts forward and discusses the orientation strategy, innovation strategy and marketing strategy of Shanxi characteristic agricultural product brand development according to the result of the recovery questionnaire and field investigation. Finally, the case study of Taiyuan Hanbo Co., Ltd.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F323.5

【引证文献】