泸州特色优质烟叶产业发展现状评价及品牌战略研究

发布时间：2018-07-05 20:49

本文选题：泸州市 + 烟叶产业　；参考：《四川农业大学》2016年硕士论文

【摘要】：在我国,烟叶是一种特殊的经济作物和战略资源。作为四川省主要烟叶产区,泸州拥有优质烤烟生产“最适宜”区划条件和得天独厚的原生态自然环境,并在多年发展历史中积累了丰富的植烟经验,其烟叶产品在历史上曾享誉国内外。然而,在近年的产业发展过程中,泸州烟叶品质不稳定、烟叶香气风格不突出、烟叶购销过程缺乏品牌、烟叶产品知名度弱化的弊端日渐显现。基于此,以产业和农产品商品化视角对泸州特色优质烟叶产业发展现状进行深入解析和评价,并科学构建烟叶品牌发展战略,对促进泸州烟叶产业竞争力的提升与可持续发展有重要的理论价值与现实意义。本文基于历年泸州烟叶产业生产数据资料,结合对专家及烟叶工业企业消费群体实地调查访谈结果,建立AHP-SWOT模型对泸州特色优质烟叶生产现状进行评价。基于产业集群专家调查问卷对泸州特色优质烟叶产业进行基于GEM模型的产业集群竞争力量化分析,基于国内烟叶品牌建设现阶段成果以及商品命名规律对泸州烟区的人文特征进行凝练并对烟叶品牌命名规律进行总结。全面分析并构建泸州烟叶产业发展现状评价、产业集群竞争力、烟叶品牌化战略、产业可持续发展路径。通过一系列实证和解析,本研究得到以下主要结论：第一,目前泸州优质特色烟叶发展现状总体较为良好,但存在不可忽视的劣势和威胁,在今后应该更加积极突出优势,稳固产业发展局面。第二,特色优质烟叶产业集群竞争力现状高于全国平均水平,但与国内独特竞争力水平还存在较大差距,在市场要素竞争力表现较差,成为制约集群产业发展的短板因素。第三,现阶段国内烟叶品牌建设的理论与实践研究尚处于起步阶段,缺乏完整科学的品牌构建体系,致使打造烟叶品牌化发展战略存在较大难度。第四,泸州烟区的烟叶品质特色、烟区人文特色较为丰富、但提炼和凝练力度尚还缺乏,亟需挖掘并彰显使之成为品牌建设过程的重要资源。同时基于研究结论,本文还针对目前泸州特色优质烟叶产业发展的薄弱环节提出了以下对策：合理利用资源优势,发展现代烟叶产业；精准定位烟叶品质特色,突出烟叶可用性风格；培育产业集群思维,提升烟叶产业竞争力；加快烟叶品牌化战略打造,稳固并提升烟叶市场地位；转变营销观念,主动适应市场需求。
[Abstract]:Tobacco is a special cash crop and strategic resource in China. As the main tobacco production area in Sichuan Province, Luzhou has the "most suitable" regionalization conditions for the production of high quality flue-cured tobacco and its unique ecological environment, and has accumulated rich experience in tobacco planting in the history of many years of development. Its tobacco products have enjoyed a reputation at home and abroad in history. However, in the process of industrial development in recent years, the quality of Luzhou tobacco leaves is unstable, the aroma style of tobacco leaves is not prominent, the lack of brand in the process of tobacco purchase and marketing, and the weakness of the popularity of tobacco products appear day by day. Based on this, the present situation of Luzhou characteristic and high quality tobacco industry is deeply analyzed and evaluated from the perspective of industry and agricultural products commercialization, and the development strategy of tobacco brand is constructed scientifically. It has important theoretical value and practical significance to promote the competitiveness and sustainable development of Luzhou tobacco industry. Based on the production data of Luzhou tobacco industry over the years and the results of field investigation on experts and consumer groups of tobacco industry enterprises, an AHP-SWOT model was established to evaluate the present situation of Luzhou characteristic and high-quality tobacco production. Based on the expert questionnaire of industrial cluster, this paper analyzes the competitiveness of Luzhou characteristic and high quality tobacco industry based on gem model. Based on the current achievements of tobacco brand construction in China and the law of commodity naming, the humanistic characteristics of Luzhou tobacco district were condensed and the naming law of tobacco brand was summarized. Comprehensive analysis and construction of Luzhou tobacco industry development status evaluation, industrial cluster competitiveness, tobacco brand strategy, industry sustainable development path. Through a series of demonstration and analysis, the main conclusions of this study are as follows: first, the present development situation of Luzhou tobacco leaves with high quality characteristics is generally good, but there are disadvantages and threats that can not be ignored, so it should be more active and prominent in the future. To stabilize the situation of industrial development. Second, the competitive power of the characteristic and high quality tobacco industry cluster is higher than the national average level, but there is still a big gap with the domestic unique competitiveness level, and the competitiveness of market elements is poor, which has become a short board factor restricting the development of cluster industry. Thirdly, the theoretical and practical research on tobacco brand construction in China is still in its infancy at present, and the lack of a complete and scientific brand building system makes it difficult to build tobacco brand development strategy. Fourthly, the tobacco quality and humanistic characteristics of Luzhou tobacco district are rich, but the refining and condensing are still lacking, so it needs to be excavated and highlighted to be an important resource in the process of brand building. At the same time, based on the conclusion of the research, this paper also put forward the following countermeasures: reasonable use of resource advantages, development of modern tobacco industry, accurate positioning of tobacco quality characteristics, Highlight the usability style of tobacco; cultivate the thinking of industrial cluster to enhance the competitiveness of tobacco industry; speed up tobacco brand strategy to build stable and enhance the status of tobacco market; change the marketing concept and actively adapt to market demand.
【学位授予单位】：四川农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F326.12;F323.5

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