寿光侯镇草编产品品牌建设研究

发布时间：2018-05-16 10:08

本文选题：农产品品牌建设 + 寿光侯镇草编产品　；参考：《西北农林科技大学》2015年硕士论文

【摘要】：农产品品牌建设建设有益于突破农产品“销路差、价格低”的瓶颈,有益于提高农产品的竞争水平,也有益于加速我国新农村建设的步伐。本文探讨山东省寿光市侯镇草编产品的品牌建设问题,对山东省乃至全国农产品品牌建设建设,提高农产品竞争力具有现实参考价值。论文阐述了农产品品牌建设的基本理论,诸如农产品的品牌建设的概念、分类、测量标准及其测算;分析了山东省寿光市侯镇草编产品的品牌建设的现状、存在的主要问题;提出了促进寿光市侯镇草编产品的品牌建设建设的对策及建议。论文认为侯镇草编产品品牌建设建设存在的主要问题是:草编产品品牌规模小、同类产品繁多,竞争激烈、草编产品品牌价值低、品牌生命周期短等。论文提出促进侯镇草编品牌建设建设的主要对策是:政府应加大对农产品建设的支持力度。如引导农户采用合作社营销模式,完善并落实草编基地销货登记制度,加强对品牌的宣传和保护力度;依托电子商务,拓展外贸渠道;立足实际应用,丰富产品形式;挖掘文化内涵,提升艺术品味;创建品牌效应,带动质量提升。论文提出的加强电子商务营销和农产品认证力度等有关对策建议具有一定的现实意义。
[Abstract]:The brand construction of agricultural products is beneficial to break through the bottleneck of poor market and low price of agricultural products, to improve the competition level of agricultural products, and to accelerate the pace of new rural construction in China. This paper discusses the brand construction of grass woven products in Houzhen, Shouguang City, Shandong Province, which is of practical reference value to the brand construction of agricultural products in Shandong Province and even to the whole country, and to the improvement of the competitiveness of agricultural products. The paper expounds the basic theory of agricultural product brand construction, such as the concept, classification, measurement standard and measurement of agricultural product brand construction, analyzes the current situation and main problems of brand construction of hayaowen products in Shouguang city, Shandong Province. The countermeasures and suggestions to promote the brand construction of grass woven products in Houzhen, Shouguang City are put forward. The paper points out that the main problems in the brand construction of Hou Zhen straw products are: small scale of straw products, numerous similar products, fierce competition, low brand value, short brand life cycle, and so on. The paper puts forward the main countermeasures to promote the construction of haystack brand in Houzhen: the government should strengthen the support for the construction of agricultural products. Such as guiding farmers to adopt cooperative marketing mode, perfecting and implementing the registration system of grassroots base sales, strengthening the publicity and protection of brands, relying on electronic commerce, expanding foreign trade channels, basing on practical application, enriching product forms; Excavate cultural connotation, promote artistic taste, create brand effect and promote quality. It is of practical significance to strengthen e-commerce marketing and agricultural products certification.
【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】：2015
【分类号】：F323.5

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