方正县稻米品牌建设问题研究

发布时间：2018-09-06 09:53

【摘要】：农产品品种不断多样、农业科学技术逐步发展以及国内外部分农产品的市场竞争,让我国农产品日益面临严峻的市场竞争压力。更为重要的一点是,近年来,农产品消费者消费观念的转变以及消费需求差异日益明显,消费者需求逐渐向高品质农产品倾斜。在激烈的农产品市场竞争下,一方面,农产品种植者开始转变种植观念,不断尝试种植新品种或者学习新的种植技术,希望通过农产品品种的更新以及种植技术的提高,可以生产出适应市场变化的农产品,满足消费者需求。另一方面,农产品生产、加工企业则逐渐开始探索农产品新的经营方式,以期用独特的手段获得市场竞争优势。在这样激烈的市场竞争状况下,企业逐渐意识到品牌建设的重要性及必要性。农产品品牌建设不仅可以体现农业企业的良好形象及实力,也可以通过品牌充分展现农产品的高品质及良好信誉,得到消费者的信赖与忠诚。因此,农产品逐渐由品种竞争演变为品牌与品质的竞争,农产品品牌建设也逐渐受到农业企业广泛关注,成为我国农业企业获得持续发展的重要途径。方正县作为黑龙江省的一个典型稻米种植县域,面对日益激烈的稻米市场竞争以及农产品品牌化经济时代,方正县政府、米业协会以及稻米生产加工企业都在努力进行稻米品牌建设,但是成效甚微。在60多家稻米生产企业中,形成知名品牌的仅有10家左右,且知名度及美誉度较低,稻米销售地域受到限制,销售数量并不乐观,稻米品牌效应无法得到有效扩大。面对这样的状况,方正县稻米品牌建设十分重要。方正县稻米品牌建设的成功不仅可以有效促进方正县农业的发展、农村的建设、农户收入增加,同时也可以为黑龙江省其他水稻生产地区的农业企业带去相关经验借鉴,具有十分重要的现实意义。本文主要运用规范分析法、实证分析法以及波特五力模型分析等,并从理论入手,着重介绍品牌概念、农产品品牌概念以及农产品品牌建设的概念等,依托营销学及经济学相关理论展开分析。本文通过调查研究,从方正县稻米品牌建设现状入手,并基于波特五力模型对方正县稻米品牌建设展开分析,通过有效分析方正县稻米品牌建设过程中潜在竞争者进入威胁、供应商议价能力、用户讨价能力、替代品替代威胁、行业内现有竞争者竞争威胁等因素,了解方正县稻米品牌建设过程中存在的问题,并借鉴国内成功的农产品品牌建设经验,通过合理有效分析,提出相应稻米品牌建设建议。希望通过本文的调查研究及分析,可以有效促进方正县稻米品牌建设及发展,打造具有地方特色的稻米品牌,提升方正县稻米品牌知名度的同时,塑造良好的市场美誉度及信誉度,并为更多的农产品生产企业带去成功发展经验。
[Abstract]:With the variety of agricultural products, the gradual development of agricultural science and technology and the market competition of some agricultural products at home and abroad, China's agricultural products are increasingly facing severe market competition pressure. More importantly, in recent years, the change of consumer concept of agricultural products and consumer demand is increasingly obvious, consumer demand gradually tilted towards high-quality agricultural products. In the fierce market competition for agricultural products, on the one hand, the growers of agricultural products began to change their concept of planting, constantly trying to plant new varieties or learning new planting techniques, hoping that through the renewal of varieties of agricultural products and the improvement of planting techniques, Can produce the agricultural product that adapts to market change, satisfy consumer demand. On the other hand, agricultural products production and processing enterprises gradually began to explore the new management mode of agricultural products in order to obtain market competitive advantage by unique means. In such a fierce market competition, enterprises gradually realize the importance and necessity of brand building. The brand construction of agricultural products can not only reflect the good image and strength of agricultural enterprises, but also fully show the high quality and good reputation of agricultural products through the brand, and get the trust and loyalty of consumers. Therefore, the agricultural products gradually evolved from variety competition to brand and quality competition, and the construction of agricultural products brand gradually attracted wide attention of agricultural enterprises, which became an important way for agricultural enterprises to obtain sustainable development. Fangzheng County is a typical rice planting county in Heilongjiang Province. Facing the increasingly fierce competition in the rice market and the economic era of agricultural products branding, the Fangzheng County Government, Rice associations and rice producers are working hard to build rice brands, but with little success. Among more than 60 rice production enterprises, only about 10 have formed famous brands, and the popularity and reputation are low, the area of rice sales is restricted, the sales quantity is not optimistic, and the effect of rice brand can not be effectively expanded. Faced with such a situation, Fangzheng County rice brand building is very important. The success of rice brand construction in Fangzheng County can not only effectively promote the development of agriculture in Fangzheng County, but also increase the income of farmers in rural areas. At the same time, it can also bring relevant experience to agricultural enterprises in other rice production areas in Heilongjiang Province. It has very important practical significance. This paper mainly uses normative analysis, empirical analysis and Porter's five-force model analysis, and introduces the concept of brand, the concept of brand of agricultural products and the concept of brand construction of agricultural products, etc. Rely on marketing and economics related theories to carry out the analysis. Through investigation and research, this paper starts with the current situation of rice brand construction in Fangzheng County, and analyzes the rice brand construction in Fangzheng County based on Porter's five-force model, and analyzes the potential competitors' entry threat in the process of rice brand building in Fangzheng County. The factors such as supplier bargaining power, user bargaining ability, substitute substitution threat, competition threat of existing competitors in the industry, and so on, understand the problems existing in the process of rice brand building in Fangzheng County, and learn from the successful domestic agricultural product brand building experience. Through reasonable and effective analysis, the corresponding suggestions of rice brand construction are put forward. It is hoped that through the investigation and analysis of this paper, we can effectively promote the construction and development of rice brands in Fangzheng County, create rice brands with local characteristics, and promote the popularity of rice brands in Fangzheng County at the same time. Create good market reputation and reputation, and for more agricultural production enterprises to bring successful development experience.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.11;F323.5

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