寿光蔬菜产业品牌发展研究
发布时间：2019-04-23 12:00
【摘要】： 随着我国市场经济的不断发展和完善,企业的竞争已从单纯的价格、质量和服务竞争转化为具有深厚文化内涵的品牌竞争。我国蔬菜产业的发展是随着经济体制的发展而发展的。“寿光蔬菜”这一品牌是中国古老文明的蔬菜文化与现代高科技蔬菜文化相融合的结晶。蔬菜产业成为山东省寿光市的特色产业,经过多年的发展,“寿光蔬菜”已成为一个知名区域农业品牌。因此,对寿光蔬菜产业品牌发展进行研究,总结“寿光蔬菜”这个农业区域品牌发展的经验,分析存在的问题和原因,探索解决的方案,对推进寿光蔬菜产业品牌化,增强寿光蔬菜品牌的健康发展,实现寿光蔬菜在新形势下更高层次的快速发展,都具有一定的现实意义。 本文研究的主要内容分为两部分。第一部分对寿光蔬菜这一区域品牌的形成与效应进行了分析。围绕这一问题,论文对寿光蔬菜产业品牌及区域发展的情况进行了深入分析,重点对寿光蔬菜品牌的发展历程、产业发展条件、品牌知名度、品牌文化、发展经验、发展主要措施等进行了分析研究,对寿光蔬菜这一区域品牌的效应进行了总结,分析了其对产业结构、农民收入、农民素质和促进其他产业发展的作用。第二部分对寿光蔬菜品牌发展的障碍因素进行了分析。品牌发展的障碍与产业发展的障碍是分不开的,所以文章对产业发展的障碍和品牌发展的障碍分别进行了分析。 通过综合分析研究,得出结论:1、“寿光蔬菜”品牌的发展是一个系统工程,在做好蔬菜及相关产业的基础上,政府和地方努力做好其他产业发展,促进了蔬菜业及其他产业全面发展,特别是努力发展独具特色的蔬菜文化,为这一农业区域品牌的发展起到了关键性的作用。2、品牌的保护与发展,不仅能够带动蔬菜业和农业自身的发展,同时也能够带动地方经济的全面发展。“寿光菜蔬”这个农业区域品牌带动了寿光市经济社会各方面的全面迅速发展。 最后,论文在得出的结论的基础上提出了促进寿光蔬菜产业品牌发展的建议:1、加大政府的支持推动力度,完善品牌推进体系建设。2、大力实施名牌战略,促进品牌上档升级。3、不断拓宽销售渠道,提高品牌知名度。4、抓好农民合作组织和优质农产品基地建设,保证品牌素质的提高。5、建设优美生态环境,大力促进外延产业发展。6、加大宣传力度,实施“寿光蔬菜”品牌文化战略。
[Abstract]:With the continuous development and perfection of market economy in China, the competition of enterprises has been transformed from simple price, quality and service competition to brand competition with profound cultural connotation. The development of vegetable industry in our country is with the development of economic system. Shouguang vegetable brand is the crystallization of Chinese ancient civilization vegetable culture and modern high-tech vegetable culture. Vegetable industry has become a characteristic industry in Shouguang City of Shandong Province. After years of development, Shouguang vegetable has become a well-known regional agricultural brand. Therefore, this paper studies the development of Shouguang vegetable industry brand, summarizes the experience of "Shouguang vegetable" as an agricultural regional brand development, analyzes the existing problems and reasons, and explores the solutions to promote the branding of Shouguang vegetable industry. It is of practical significance to enhance the healthy development of Shouguang vegetable brand and to realize the higher level rapid development of Shouguang vegetable in the new situation. The main contents of this paper are divided into two parts. The first part analyzes the formation and effect of Shouguang vegetable brand. Focusing on this problem, this paper makes an in-depth analysis of Shouguang vegetable industry brand and regional development, focusing on the development process, industrial development conditions, brand popularity, brand culture, and development experience of Shouguang vegetable brand. The main development measures were analyzed and studied, the effects of Shouguang vegetable as a regional brand were summarized, and the effects of Shouguang vegetable on the industrial structure, farmers' income, farmers' quality and the promotion of other industries were analyzed. The second part analyzes the obstacles to the development of Shouguang vegetable brand. The obstacles of brand development and industry development are inseparable, so this article analyzes the obstacles of industry development and brand development respectively. Through comprehensive analysis and research, the conclusion is drawn: 1, the development of "Shouguang vegetable" brand is a system engineering, on the basis of doing a good job in vegetables and related industries, the government and local governments and localities make great efforts to do a good job in the development of other industries. It has promoted the all-round development of vegetable industry and other industries, especially to develop the unique vegetable culture, which has played a key role in the development of this agricultural regional brand. 2, the protection and development of the brand, It can not only promote the development of vegetable industry and agriculture itself, but also promote the overall development of local economy. Shouguang vegetable, an agricultural regional brand, promotes the economic and social development of Shouguang City in an all-round way. Finally, on the basis of the conclusions, the paper puts forward some suggestions to promote the brand development of Shouguang vegetable industry: 1, strengthen the government support and promote, improve the brand promotion system construction. 2, vigorously implement the famous brand strategy. Promote brand upgrading. 3, constantly broaden sales channels and improve brand awareness. 4. Do a good job in building farmers' cooperative organizations and high-quality agricultural products bases to ensure the improvement of brand quality. 5 and build a beautiful ecological environment. Vigorously promote the development of extension industries. 6, increase publicity efforts, implementation of the "Shouguang vegetable" brand culture strategy.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F326.13
本文编号：2463446
[Abstract]:With the continuous development and perfection of market economy in China, the competition of enterprises has been transformed from simple price, quality and service competition to brand competition with profound cultural connotation. The development of vegetable industry in our country is with the development of economic system. Shouguang vegetable brand is the crystallization of Chinese ancient civilization vegetable culture and modern high-tech vegetable culture. Vegetable industry has become a characteristic industry in Shouguang City of Shandong Province. After years of development, Shouguang vegetable has become a well-known regional agricultural brand. Therefore, this paper studies the development of Shouguang vegetable industry brand, summarizes the experience of "Shouguang vegetable" as an agricultural regional brand development, analyzes the existing problems and reasons, and explores the solutions to promote the branding of Shouguang vegetable industry. It is of practical significance to enhance the healthy development of Shouguang vegetable brand and to realize the higher level rapid development of Shouguang vegetable in the new situation. The main contents of this paper are divided into two parts. The first part analyzes the formation and effect of Shouguang vegetable brand. Focusing on this problem, this paper makes an in-depth analysis of Shouguang vegetable industry brand and regional development, focusing on the development process, industrial development conditions, brand popularity, brand culture, and development experience of Shouguang vegetable brand. The main development measures were analyzed and studied, the effects of Shouguang vegetable as a regional brand were summarized, and the effects of Shouguang vegetable on the industrial structure, farmers' income, farmers' quality and the promotion of other industries were analyzed. The second part analyzes the obstacles to the development of Shouguang vegetable brand. The obstacles of brand development and industry development are inseparable, so this article analyzes the obstacles of industry development and brand development respectively. Through comprehensive analysis and research, the conclusion is drawn: 1, the development of "Shouguang vegetable" brand is a system engineering, on the basis of doing a good job in vegetables and related industries, the government and local governments and localities make great efforts to do a good job in the development of other industries. It has promoted the all-round development of vegetable industry and other industries, especially to develop the unique vegetable culture, which has played a key role in the development of this agricultural regional brand. 2, the protection and development of the brand, It can not only promote the development of vegetable industry and agriculture itself, but also promote the overall development of local economy. Shouguang vegetable, an agricultural regional brand, promotes the economic and social development of Shouguang City in an all-round way. Finally, on the basis of the conclusions, the paper puts forward some suggestions to promote the brand development of Shouguang vegetable industry: 1, strengthen the government support and promote, improve the brand promotion system construction. 2, vigorously implement the famous brand strategy. Promote brand upgrading. 3, constantly broaden sales channels and improve brand awareness. 4. Do a good job in building farmers' cooperative organizations and high-quality agricultural products bases to ensure the improvement of brand quality. 5 and build a beautiful ecological environment. Vigorously promote the development of extension industries. 6, increase publicity efforts, implementation of the "Shouguang vegetable" brand culture strategy.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F326.13
【引证文献】
相关期刊论文 前4条
1 韩红雷;郑红维;王哲;崔泽源;;河北省蔬菜品牌建设中的问题及对策[J];北方园艺;2012年22期
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相关硕士学位论文 前5条
1 郑新乾;我国大蒜价格波动原因分析及政策调控[D];东北财经大学;2010年
2 李仕飞;浏阳花炮品牌建设中的政府导引机制研究[D];湖南师范大学;2010年
3 马华伟;寿光市信息农业发展研究[D];南京农业大学;2011年
4 王明明;乳制品品牌定位感知差异实证研究[D];郑州大学;2012年
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，本文编号：2463446
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