“万州红桔”特色农产品品牌建设研究

发布时间：2018-08-23 11:08

【摘要】：未来的农产品竞争不再只是农产品本身的竞争,更重要的是农产品品牌的竞争。实施农产品品牌战略是提高农产品附加值和市场竞争力、开拓国内外农产品市场、推动现代农业发展的必然选择。目前,为了做大做强万州红桔产业,万州区通过诸多手段,如成立柑桔产业局和柑桔研究所,构建“农户+专业合作社+公司”经营模式,严格按照国家有机食品要求推行规模化、标准化种植,大力宣传推介红桔品牌等等,取得了一些的效益,万州红桔的种植面积不断增加,到万州购销红桔的客商不断增多,红桔及其相关产品价格不断攀升,当地农民的收入连年增长等。可是,在“万州红桔”品牌建设过程中,政府、农户品牌意识薄弱成了最大阻碍,致使“万州红桔”这块金字招牌被弱化了,这无疑会造成万州红桔市场竞争力与品牌影响力的削弱。本文通过文献研究法、实地调研法、典型案例分析、定性分析与定量分析相结合的方法,通过对“万州红桔”品牌建设进行分析,包括万州区红桔品牌建设基本情况和品牌建设的实践,对万州红桔品牌建设中涉及的各个环节中存在的问题进行系统分析,以求对万州红桔品牌建设的现状有一个清晰的认识和准确的把握。从柑橘基地建设、科技投入、质量保证、加工储藏环节、营销环节、品牌推介、政府的综合化服务等涉及品牌建设的各个环节提出具有针对性和可操作性的建议,为万州区农产品品牌建设提供一个具体的案例,为促进万州红桔品牌市场竞争力提高,为保证万州红桔品牌建设健康发展,为重庆市乃至我国特色农产品品牌建设提供一些参考。
[Abstract]:The future competition of agricultural products is not only the competition of agricultural products itself, but also the competition of agricultural products brands. The implementation of the brand strategy of agricultural products is an inevitable choice to improve the added value and market competitiveness of agricultural products, to open up domestic and foreign markets for agricultural products and to promote the development of modern agriculture. At present, in order to expand and strengthen the red orange industry in Wanzhou, Wanzhou District has set up a management model of "Farmers' specialized Cooperative Corporation" through many means, such as the establishment of the citrus industry bureau and the citrus research institute. Strictly in accordance with the requirements of national organic food, we have implemented large-scale production, standardized planting, vigorously promoted and promoted the red orange brand, and so on. Some benefits have been obtained. The planting area of Wanzhou red orange has been increasing, and the number of merchants who buy and sell red oranges to Wanzhou has been increasing. The price of orange and its related products is rising, and the income of local farmers is increasing year after year. However, in the process of building the brand of "Wanzhou Red Orange", the weak brand awareness of the government and farmers became the biggest obstacle, resulting in the weakening of the gold-lettered brand of "Wanzhou Red Orange". This will undoubtedly result in Wanzhou red orange market competitiveness and brand impact weakened. This article through the literature research method, the field investigation method, the typical case analysis, the qualitative analysis and the quantitative analysis unifies the method, through carries on the analysis to "Wanzhou red orange" brand construction, Including the basic situation of brand construction and the practice of brand construction in Wanzhou District, the problems in all links involved in the construction of Wanzhou Red Orange brand are systematically analyzed. In order to Wanzhou red orange brand construction has a clear understanding and accurate grasp. From the citrus base construction, scientific and technological input, quality assurance, processing and storage links, marketing links, brand promotion, comprehensive government services and other links related to brand building, put forward targeted and operational suggestions. To provide a concrete case for the brand construction of agricultural products in Wanzhou District, to promote the market competitiveness of Wanzhou Red Orange brand, and to ensure the healthy development of Wanzhou Red Orange brand construction. For Chongqing and even our country characteristics of agricultural brand construction to provide some reference.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5

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