山东省农产品品牌建设研究
发布时间：2019-03-29 06:26
【摘要】： 山东省是我国重要的农业大省,农业资源丰富,是国家重点建设的农业示范省,山东农业在全国具有举足轻重的地位。随着农村经济体制改革的深入和WTO规则的逐步实施、农产品买方市场逐步形成以及农产品流通渠道的深刻变革,农产品品牌问题越来越引起人们的广泛关注。能否快速打造出安全可靠的农产品品牌,这已成为提高山东省农产品综合竞争力的关键,也必将成为农产品扩大出口、参与国际竞争的重要手段。本论文以品牌理论、营销理论、企业管理理论、制度经济学理论作为理论依据,对农产品品牌建设进行了详细的阐述,通过资料检索与实际调研,运用实证分析和规范分析相结合、静态和动态分析相结合的分析方法,对农产品品牌建设问题展开了分析,并提出了相关对策建议。主要研究内容包括: 1.论文首先对品牌理论进行了阐述,包括品牌的概念、内涵以及意义;其次运用品牌理论对品牌建设的各个环节进行了疏理与分析,为后面农产品品牌建设提供了理论依据:最后阐述了品牌建设的含义及其内容。 2.探讨了农产品品牌建设的内涵,重点分析了农产品品牌建设的经济价值,揭示了农产品品牌建设在提高农产品竞争力、解决农产品卖难问题中的作用。 3.对山东省农产品品牌的发展现状进行了系统地分析。概况归纳了山东省农产品品牌发展过程中所获得的成就,重点讨论了山东省农产品品牌建设中存在的问题,如品牌意识淡薄、名牌产品少,企业生产规模小、影响品牌建设与农产品竞争力,农产品品牌宣传不到位,农产品品牌开发缺乏高技术支持,导致农产品品牌技术含量低、产品附加值低和市场竞争力弱等。 4.针对农产品品牌建设中存在的问题,提出了相应的对策建议。分别从增强农产品生产者的品牌建设意识、保证农产品质量、促进农产品品牌建设健康发展、增加农产品品牌的科技含量、提高农产品品牌的知名度、加大政府对农产品品牌建设支持力度等方面详细论述。
[Abstract]:Shandong Province is an important agricultural province of our country, rich in agricultural resources, is a key agricultural demonstration province, Shandong agriculture plays an important role in the country. With the deepening of the reform of the rural economic system and the gradual implementation of the WTO rules, the buyer's market of agricultural products and the profound reform of the circulation channels of agricultural products, the issue of the brand of agricultural products has attracted more and more people's attention. Whether we can quickly build a safe and reliable brand of agricultural products has become the key to improve the comprehensive competitiveness of agricultural products in Shandong Province, and will also become an important means to expand the export of agricultural products and participate in international competition. Based on the brand theory, marketing theory, enterprise management theory and institutional economics theory, this paper expounds the brand construction of agricultural products in detail, through data retrieval and practical investigation. With the combination of empirical analysis and normative analysis and static and dynamic analysis, this paper analyzes the problem of brand construction of agricultural products, and puts forward some countermeasures and suggestions. The main research contents include: 1. Firstly, the paper expounds the brand theory, including the concept, connotation and significance of the brand; Secondly, the brand theory is used to rationalize and analyze the various aspects of brand construction, which provides the theoretical basis for the brand construction of agricultural products. Finally, the meaning and content of brand construction are expounded. 2. This paper probes into the connotation of the brand construction of agricultural products, emphatically analyzes the economic value of the brand construction of agricultural products, and reveals the role of the brand construction of agricultural products in improving the competitiveness of agricultural products and solving the problem of difficult selling of agricultural products. 3. The present situation of agricultural products brand development in Shandong province is analyzed systematically. This paper summarizes the achievements made in the development of agricultural products brand in Shandong province, and mainly discusses the problems existing in the brand construction of agricultural products in Shandong province, such as weak brand consciousness, less famous brand products and small production scale of enterprises. The influence of brand building and competitiveness of agricultural products, the lack of brand publicity of agricultural products, the lack of high-tech support for the development of agricultural products brand, resulting in low technical content of agricultural products brands, low added value of products and weak market competitiveness. 4. In view of the problems existing in the brand construction of agricultural products, the corresponding countermeasures and suggestions are put forward. In order to enhance the brand building consciousness of agricultural products producers, guarantee the quality of agricultural products, promote the healthy development of agricultural products brand construction, increase the scientific and technological content of agricultural products brands, and improve the popularity of agricultural products brands, Strengthen the government to the agricultural product brand construction support dynamics and so on detailed elaboration.
【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F327
本文编号：2449246
[Abstract]:Shandong Province is an important agricultural province of our country, rich in agricultural resources, is a key agricultural demonstration province, Shandong agriculture plays an important role in the country. With the deepening of the reform of the rural economic system and the gradual implementation of the WTO rules, the buyer's market of agricultural products and the profound reform of the circulation channels of agricultural products, the issue of the brand of agricultural products has attracted more and more people's attention. Whether we can quickly build a safe and reliable brand of agricultural products has become the key to improve the comprehensive competitiveness of agricultural products in Shandong Province, and will also become an important means to expand the export of agricultural products and participate in international competition. Based on the brand theory, marketing theory, enterprise management theory and institutional economics theory, this paper expounds the brand construction of agricultural products in detail, through data retrieval and practical investigation. With the combination of empirical analysis and normative analysis and static and dynamic analysis, this paper analyzes the problem of brand construction of agricultural products, and puts forward some countermeasures and suggestions. The main research contents include: 1. Firstly, the paper expounds the brand theory, including the concept, connotation and significance of the brand; Secondly, the brand theory is used to rationalize and analyze the various aspects of brand construction, which provides the theoretical basis for the brand construction of agricultural products. Finally, the meaning and content of brand construction are expounded. 2. This paper probes into the connotation of the brand construction of agricultural products, emphatically analyzes the economic value of the brand construction of agricultural products, and reveals the role of the brand construction of agricultural products in improving the competitiveness of agricultural products and solving the problem of difficult selling of agricultural products. 3. The present situation of agricultural products brand development in Shandong province is analyzed systematically. This paper summarizes the achievements made in the development of agricultural products brand in Shandong province, and mainly discusses the problems existing in the brand construction of agricultural products in Shandong province, such as weak brand consciousness, less famous brand products and small production scale of enterprises. The influence of brand building and competitiveness of agricultural products, the lack of brand publicity of agricultural products, the lack of high-tech support for the development of agricultural products brand, resulting in low technical content of agricultural products brands, low added value of products and weak market competitiveness. 4. In view of the problems existing in the brand construction of agricultural products, the corresponding countermeasures and suggestions are put forward. In order to enhance the brand building consciousness of agricultural products producers, guarantee the quality of agricultural products, promote the healthy development of agricultural products brand construction, increase the scientific and technological content of agricultural products brands, and improve the popularity of agricultural products brands, Strengthen the government to the agricultural product brand construction support dynamics and so on detailed elaboration.
【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F327
【引证文献】
相关期刊论文 前2条
1 李树超;韩晶晶;;农产品出口影响因素分析及对策探讨——以青岛市为例[J];农业科技管理;2011年04期
2 王兆君;房莉莉;;基于比较的山东省农产品品牌建设研究[J];青岛科技大学学报(社会科学版);2011年04期
相关硕士学位论文 前7条
1 奉展英;沅陵县茶叶品牌建设策略研究[D];湖南农业大学;2011年
2 蓝敏芬;广西农产品品牌建设研究[D];广西大学;2011年
3 孙瑜;农产品品牌建设问题分析及对策研究[D];山东大学;2010年
4 郭素玲;陕县苹果品牌建设策略方案设计[D];山东大学;2012年
5 房莉莉;基于消费者视角的山东省农产品品牌资产评价与建设对策研究[D];青岛科技大学;2012年
6 黄璐茜;生态位视角下安化黑茶品牌竞争力评价研究[D];中南林业科技大学;2013年
7 张明明;苏锡常地区乡村旅游目的地品牌建设研究[D];南京师范大学;2013年
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