湖北省农产品品牌化经营研究

发布时间：2018-04-15 20:42

本文选题：农产品品牌 + 经营　；参考：《武汉轻工大学》2015年硕士论文

【摘要】：随着我国经济的持续发展,我国农业已向规模化、集约化、产业化的现代农业发展转变。而农产品品牌化经营正是实现农业现代化发展的途径之一,是带动农村经济发展的有力保障,是增加农民收入的重要手段。农产品品牌化是一个复杂的过程,包含了对构成品牌的各个要素的开发与建设,如产品、符号、传播、渠道等等,而经营指的不仅仅是经营主体对资金的运作或是保持与合作伙伴的经济往来,更是对品牌建设与发展的付出。农产品品牌化经营体现的是现代农业生产的标准化、组织化、产业化,同时也是联系农业生产和农产品市场的纽带,是能将产品优势和资源优势转变为商品优势以及市场优势,从而获得良好经济效益的最直接与有效的途径。湖北省作为我国的农业大省,创建农产品品牌,发展农产品品牌,经营农产品品牌,并培养一批在国内市场具有影响力和竞争力的农产品品牌对湖北省农业产业化发展具有重要的作用。现阶段,值得肯定的是在湖北省现代农业的发展过程中涌现出了一批农业产业化国家重点龙头企业,但是在农产品品牌化经营的过程中仍然暴露出了一些问题。本研究通过对农产品品牌化经营过程中影响要素的阐述,对现阶段湖北省农业发展及农产品品牌化经营的现状做出客观分析,提出湖北省农产品品牌化经营的主要问题,并通过对典型案例的研究,有针对性的提出对湖北省农产品品牌化经营改进的对策和建议。
[Abstract]:With the sustainable development of our country's economy, our country's agriculture has changed to the modern agricultural development of scale, intensive and industrialization.Brand management of agricultural products is one of the ways to realize the development of agricultural modernization. It is a powerful guarantee to promote the development of rural economy and an important means to increase farmers' income.The branding of agricultural products is a complex process, including the development and construction of the various elements that make up the brand, such as products, symbols, communication, channels, etc.Management is not only the operation of capital or the economic contact with partners, but also the cost of brand building and development.The brand management of agricultural products embodies the standardization, organization and industrialization of modern agricultural production. It is also the link between agricultural production and agricultural products market, and it can transform the advantages of products and resources into commodity advantages and market advantages.Thus, the most direct and effective way to obtain good economic benefits is obtained.Hubei Province, as a major agricultural province in China, establishes agricultural products brands, develops agricultural products brands, and manages agricultural products brands.Cultivating a group of agricultural product brands with influence and competitiveness in the domestic market plays an important role in the development of agricultural industrialization in Hubei Province.At the present stage, it is worth affirming that in the course of the development of modern agriculture in Hubei Province, a number of national key leading enterprises have emerged in the process of agricultural industrialization, but some problems are still exposed in the process of brand management of agricultural products.Based on the analysis of the influencing factors in the process of brand management of agricultural products, this study makes an objective analysis on the present situation of agricultural development and brand management of agricultural products in Hubei Province, and puts forward the main problems of brand management of agricultural products in Hubei Province.Through the study of typical cases, the countermeasures and suggestions to improve the brand management of agricultural products in Hubei Province are put forward.
【学位授予单位】：武汉轻工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.5

【参考文献】