陕西省一村一品品牌建设现状、制约因素与对策研究

发布时间：2019-07-05 19:39

【摘要】：农业在我国社会经济发展中处于基础性战略地位,发展现代农业,建立农业品牌体系,无疑对促进农业发展,增强农业国际竞争力具有非常重要的意义。一村一品是农业品牌建设的基础性工作,如何进行顶层设计和模式创新,实现一村一品品牌建设升级,从而助推农业供给侧改革,提升国际竞争力,就成为我国发展现代农业、提升农业竞争力的一项重要任务。本研究针对陕西省一村一品品牌建设的发展和升级的战略需求而开展。通过对国际、国内和陕西省相关农业品牌建设与发展资料的分析提炼,对一村一品品牌建设相关数据进行收集整理,并对其中50个试点村进行实地调研,对试点村中的50个一村一品品牌进行认知度调研。据此,对陕西省一村一品品牌建设如何突破瓶颈,实现一村一品升级发展和品牌建设的科学发展提出了对策和发展构图。研究取得了重要的结果:1.分析指出了陕西省一村一品品牌建设现状,明确了陕西一村一品品牌产业类型和地域分布、、发展规模、主要发展模式(龙头企业带动、服务组织带动、资源特色提升、休闲农业融合等)和基础性建设成果;2.揭示了制约陕西省一村一品品牌发展的现实要素:生产者和生产环境局限、大品牌少,品牌内涵不够,市场表现一般,认知度和活跃度不高;3.依据现状与制约因素,对“十三五”期间陕西省一村一品品牌的建设和发展提出建议:基于陕西省一村一品多年发展经验,增加资金投入,改善环境硬件条件;加强智力支撑,提升品牌发展软实力;推进产业链升级,提升农业品牌内涵;坚持持续发展,建立稳固的品牌忠诚度;构建大宣传格局,提升品牌市场价值。研究表明,陕西省一村一品品牌的建设与发展是实现陕西省农业供给侧结构性改革的重要路径,也是陕西省农村经济发展的重要保障,从一村一品品牌建设的角度助推农产品供给侧改革,能够加速形成陕西省资源利用高效、生态系统稳定、产地环境良好、产品质量安全的农业新格局。
文内图片：

图片说明：陕西省的国家级一村一品示范村镇产业分布
[Abstract]:Agriculture plays a basic strategic role in the social and economic development of our country. The development of modern agriculture and the establishment of agricultural brand system are undoubtedly of great significance to promote agricultural development and enhance the international competitiveness of agriculture. One village and one product is the basic work of agricultural brand construction. How to carry out top-level design and mode innovation to realize the upgrading of brand construction of one village and one product, so as to promote agricultural supply-side reform and enhance international competitiveness, has become an important task for China to develop modern agriculture and enhance agricultural competitiveness. This study aims at the strategic demand of the development and upgrading of brand building in one village and one product in Shaanxi Province. Through the analysis and extraction of the relevant agricultural brand construction and development data of international, domestic and Shaanxi Province, this paper collects and collates the relevant data of one village and one product brand construction, and carries on the field investigation to 50 of the pilot villages, and carries on the cognition degree investigation to 50 one village and one product brand in the pilot village. Based on this, this paper puts forward some countermeasures and components for the brand construction of one village and one product in Shaanxi Province to break through the bottleneck and realize the upgrading development of one village and one product and the scientific development of brand construction. The important results of the study are as follows: 1. This paper analyzes and points out the present situation of brand construction in Shaanxi Province, and clarifies the types and regional distribution, development scale, main development models (led by leading enterprises, driven by service organization, promotion of resource characteristics, integration of leisure agriculture, etc.) and basic construction achievements. This paper reveals the realistic factors that restrict the development of one village and one product brand in Shaanxi Province: the limitation of producer and production environment, the lack of large brand, the insufficient connotation of brand, the general market performance, the low degree of cognition and activity; According to the present situation and restrictive factors, this paper puts forward some suggestions on the construction and development of one village and one product brand in Shaanxi Province during the 13th five-year Plan period: based on the development experience of one village and one product in Shaanxi Province for many years, increasing capital investment and improving environmental hardware conditions; strengthening intellectual support and promoting brand development soft power; promoting industrial chain upgrading and enhancing agricultural brand connotation; persisting in sustainable development and establishing solid brand loyalty; Construct the big propaganda pattern, enhance the brand market value. The research shows that the construction and development of one village and one product brand in Shaanxi Province is an important way to realize the structural reform of agricultural supply side in Shaanxi Province, and it is also an important guarantee for the development of rural economy in Shaanxi Province. promoting the supply side reform of agricultural products from the point of view of brand construction of one village and one product can accelerate the formation of a new agricultural pattern with efficient resource utilization, stable ecosystem, good producing area environment and safe product quality.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F327

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