“中国农谷”品牌战略研究

发布时间：2018-01-12 12:34

本文关键词：“中国农谷”品牌战略研究　出处：《湖北省社会科学院》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放三十年,中国的经济增长主要依赖于外部驱动,要想实现中国经济的持续增长,就必须由外生增长方式向内生增长方式转变,这是近三年中央全国经济工作会议的主旋律。在这样的经济形势下,“中国农谷”随之产生,旨在通过“中国农谷”的建设,探索农业发展方式的转型升级,以如何实现湖北省由农业大省向农业强省的转变为契机,由大到强,现实由外生增长向内生增长的发展方式转变。本文在对“中国农谷”园区建设、产业规划和农产品等情况作了深入了解后,提出在文化的助推下通过网络电视广播等媒体进行品牌营销,依靠科技发展新型三农。借鉴国内区域农业品牌的成功经验,进一步加强“中国农谷”的品牌影响力。对后期的品牌保障提出了具体意见。本文共分6个部分。第一部分绪论。(1)选题背景和研究意义;(2)国内外理论研究综述;(3)论文的研究目的和方法;(4)研究内容;(5)本文的创新点与不足之处。第二部分“中国农谷”的概况。(1)“中国农谷”概况,包括农谷的地理位置和发展历史;(2)“中国农谷”品牌建设概述;(3)“中国农谷”品牌建设中存在的问题,主要是品牌意识和品牌的影响力有待提升。第三部分国内国内区域农业品牌建设经验借鉴。主要介绍黑龙江北大荒和寒地黑土品牌打造的成功经验。第四部分“中国农谷”的品牌战略制定。(1)“中国农谷”的优势劣势分析;(2)品牌战略的总目标;(3)品牌战略的重点;(4)品牌战略的具体内容。第五部分品牌战略的保障措施。(1)品牌战略的政策支持保障;(2)品牌战略发展的人力资源保障;(3)品牌战略的机制创新保障。
[Abstract]:Thirty years of reform and opening up, China's economic growth mainly depends on the external drive, to achieve sustained economic growth in China, we must change from exogenous growth mode to endogenous growth mode. This was the main theme of the Central Committee National Economic work Conference in the past three years. Under such economic circumstances, the "Chinese Agricultural Valley" came into being with the aim of exploring the transformation and upgrading of the agricultural development mode through the construction of the "Chinese Agricultural Valley". In order to realize the transformation from big agricultural province to strong agricultural province in Hubei Province, from big to strong, the reality is changing from exogenous growth to endogenous growth. After deeply understanding the situation of industrial planning and agricultural products, it is proposed that brand marketing should be carried out through the media such as network television broadcasting and so on under the help of culture. Rely on science and technology to develop a new type of agriculture, rural areas and farmers. Learn from the successful experience of domestic regional agricultural brands. Further strengthen the brand influence of "China Agriculture Valley". Put forward the concrete opinion to the later stage brand safeguard. This article is divided into six parts altogether. The first part is introduction. (2) A review of theoretical studies at home and abroad; (3) the purpose and method of research; (4) the content of the research; (5) the innovation and deficiency of this paper. The second part, the general situation of "Chinese agricultural valley", the general situation of "Chinese agricultural valley", including the geographical location and development history of the agricultural valley; (2) an overview of the brand construction of "China Agricultural Valley"; 3) the problems existing in the brand construction of "China Agricultural Valley". The third part is the experience of domestic regional agricultural brand construction. It mainly introduces the successful experience of Heilongjiang Beidaowang and the black earth brand in the cold region. Part 4th. " The Brand Strategy of Agricultural Valley in China. 1) the analysis of the advantages and disadvantages of the "Chinese Agricultural Valley"; 2) the overall goal of brand strategy; Focus of brand strategy; (4) the specific content of brand strategy. 5th guarantee measures of brand strategy. (2) the human resource guarantee of brand strategy development; The mechanism innovation guarantee of brand strategy.
【学位授予单位】：湖北省社会科学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.5

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