农业供给侧结构性改革背景下新疆兵团地理标志品牌化策略

发布时间：2018-06-09 01:48

本文选题：供给侧改革 + 地理标志　；参考：《江苏农业科学》2017年19期

【摘要】：在"供给侧改革"背景下,通过地理标志品牌化来创建符合区域文化特色的公共品牌,是实现区域经济发展方式由规模速度型向质量效益型转变的必然要求。新疆兵团独特的军垦文化,丰富的自然资源和卓越的组织能力为地理标志品牌化打下了坚实的基础。通过对兵团地理标志品牌化必要性及优势、劣势的分析,从战略规划和营销战术2个方面,提出了推进兵团地理标志品牌化的策略:政府在战略层面上要树立区域品牌化观念,强化地理标志品牌化意识;完善相关行业协会建设,并赋予其更多管理职能。在营销战术层面上要结合特色军垦文化元素,塑造独特品牌形象;加强品牌营销意识,完善品牌营销体系;扶持更多龙头企业,发挥其在品牌建设中的引力作用。
[Abstract]:Under the background of "supply-side reform", it is an inevitable requirement for the transformation of regional economic development mode from scale to quality benefit to create a public brand that conforms to regional cultural characteristics by means of geographical indication branding. Xinjiang Bingtuan's unique military reclamation culture, rich natural resources and excellent organizational ability laid a solid foundation for the brand of geographical indications. Based on the analysis of the necessity, advantages and disadvantages of the brand of geographical indications of the Corps, this paper puts forward the strategy of promoting the branding of geographical indications of the Corps from the two aspects of strategic planning and marketing and tactics: the government should establish the concept of regional brand on the strategic level. Strengthen the brand awareness of geographical indications, improve the construction of relevant trade associations, and endow them with more management functions. At the level of marketing tactics, we should combine the cultural elements of military reclamation with characteristics to create a unique brand image; strengthen brand marketing consciousness, perfect brand marketing system; support more leading enterprises and give play to their gravitational role in brand construction.
【作者单位】：石河子大学经济与管理学院;
【基金】：新疆生产建设兵团软科学项目(编号:2015CC005) 新疆普通高等学校人文社会科学重点研究基地项目(编号:XJEDU020213C09)
【分类号】：F323.5

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