湘西黄牛区域品牌建设研究

发布时间：2018-05-03 01:08

本文选题：现代农业 + 湘西黄牛　；参考：《中南林业科技大学》2015年硕士论文

【摘要】：随着社会发展及居民收入水平不断提高,人们生活消费结构升级己成必然趋势。牛肉因具有低胆固醇、低脂肪、高蛋白质等多种优点,符合当前消费水平产品升级需求。湖南省及湘西自治州政府正全力推动农业品牌战略发展,重点打造引领优势产业,发展知名农业品牌作为加快现代农业发展的重要战略。湘西黄牛是湖南省国家级优良农业知名品种,自2006年被国家农业部列入国家级品种资源保护名录,2011年纳入国家战略性新兴农业产业开发目录后,湘西自治州政府围绕湘西黄牛区域品牌建设,大力培养规模化养殖基地及建设深加企业。目前,湘西黄牛已初步形成了具有一定竞争力的地区主导产业。在武陵山区国家级发展战略的实施与推进的大背景下,并随着湘西地区农产品加入国内外市场进程加快,湘西黄牛优质牛肉进入更加广阔市场空间,湘西黄牛产业发展面临重大机遇与严峻挑战。本文在通过理论分析及实地调研获取大量数据资料的基础上,结合湖南德农牧业科技有限公司案例分析,对湘西黄牛优质的牛肉产业发展所面临的区域品种、品牌、饲料资源、生态环境及旅游资源等优势;现代产业化程度偏低、产业化发展基础薄弱、龙头企业带动力不足等劣势;肉牛市场发展前景光明、符合地方经济发展与国家发展规划等机遇;国内外市场激烈日益竞争、产品质量存在安全隐患、产业化进程缓慢等方面进行了探讨,并充分借鉴了澳大利亚、日本等发达国家及国内大连雪龙等国内外成功牛肉品牌建设经验,在分析湘西黄牛品牌建设的现状、存在的问题及原因分析的基础上,提出了湘西黄牛区域品牌建设的发展建议,提出了全方位扶植湘西黄牛产业持续发展、树立品牌观念,强化品牌意识、多维度强化区域品牌建设力度、推广龙头企业成功作法、促进各环节实现产业化与一体化经营机制等相关措施。以此来提升湘西黄牛的现代化产业化水平,对湘西黄牛优质牛肉产业的健康发展、湘西黄牛区域品牌建设、湘西地区特色经济及地区整体经济竞争力提升起到积极的推动作用。
[Abstract]:With the development of society and the improvement of residents' income level, it has become an inevitable trend for people to upgrade their living and consumption structure. Beef has many advantages, such as low cholesterol, low fat, high protein and so on. The governments of Hunan and Xiangxi Autonomous Prefecture are promoting the development of agricultural brand strategy, focusing on building leading industries and developing well-known agricultural brands as an important strategy to speed up the development of modern agriculture. Xiangxi Yellow cattle is a famous national fine agricultural variety in Hunan Province. Since 2006, it has been included in the National Variety Resource Protection list by the Ministry of Agriculture, and in 2011, it has been included in the National catalogue of Strategic emerging Agricultural Industries. The government of Xiangxi Autonomous Prefecture focuses on the construction of regional brand of Xiangxi Yellow cattle, and vigorously cultivates large-scale breeding bases and builds deep enterprises. At present, Xiangxi cattle has formed a competitive regional leading industry. In the context of the implementation and promotion of the national development strategy in Wulingshan, and with the accelerated process of agricultural products from Xiangxi to join the domestic and foreign markets, the high-quality beef of Xiangxi Yellow cattle entered a broader market space. Xiangxi cattle industry development is faced with great opportunities and severe challenges. On the basis of theoretical analysis and field investigation to obtain a large number of data, combined with the case study of Hunan de Agriculture and Animal Husbandry Science and Technology Co., Ltd, this paper analyzes the regional varieties, brands and feed resources faced by the development of high-quality beef industry of Xiangxi Yellow cattle. The advantages of ecological environment and tourism resources, such as low degree of modern industrialization, weak foundation of industrialization development, lack of driving power of leading enterprises, bright development prospects of beef cattle market, accord with the opportunities of local economic development and national development plan, etc. The fierce competition in domestic and foreign markets, the hidden dangers to product quality and the slow process of industrialization are discussed, and Australia is fully used for reference. Japan and other developed countries, as well as domestic and foreign successful beef brands such as Dalian Xuelong, are based on the analysis of the current situation, existing problems and causes of Xiangxi cattle brand construction. The suggestions for the development of the regional brand construction of Xiangxi cattle were put forward. The sustainable development of Xiangxi cattle industry, the establishment of brand concept, the strengthening of brand awareness, the strengthening of regional brand construction in many dimensions and the promotion of successful practices of leading enterprises were put forward. Promote each link to realize industrialization and integrated management mechanism and other relevant measures. In order to promote the modernization industrialization level of Xiangxi cattle, it will play a positive role in the healthy development of Xiangxi cattle quality beef industry, the construction of regional brand of Xiangxi cattle, the promotion of the regional characteristic economy and the overall economic competitiveness of Xiangxi area.
【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】：2015
【分类号】：F326.3

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