新疆库尔勒香梨品牌整合问题研究

发布时间：2018-05-18 10:21

本文选题：新疆库尔勒香梨 + 区域品牌　；参考：《华中师范大学》2015年硕士论文

【摘要】：随着我国居民收入水平的不断提高,农产品市场的竞争也越来越激烈,消费者在选择购买时,对于品牌农产品更是青睐有加。农产品品牌标志着农业发展实力与农产品竞争力水平。然而,当前我国品牌农产品的数量较少,已存在的品牌农产品在市场上表现的又相对混乱,质量参差不齐,以次充好等问题频频发生,使消费者眼花缭乱,从而难以做出正确的判断和选择。在如此社会大环境下,一些原本用来管理农产品市场的政策无法适应竞争越发激烈的农产品市场,也无法满足消费者越来越高的消费要求。因此,寻求一条有效的途径,使得品牌农产品,突出重围,重新在消费者中确立认可度和美誉度就显得十分重要。农产品品牌整合所要实现的从产品到品牌,从地方性品牌到国内外名牌的提升与转变也是区域品牌所亟待解决的显示问题。本文以新疆库尔勒香梨为例,从区域农产品品牌整合的相关概念和理论出发,提出研究的重点,运用实证分析法分析了该区域农产品品牌的现实情况及可能存在的隐患。对于这些情况,指出了一系列应对方案,并从企业发展、农业产业化、标准化、市场经济、品牌效益以及农民收入和地方经济这五个层面分别对库尔勒香梨品牌整合的必要性进行论证,从客观条件、经济利益等对库尔勒香梨品牌整合的可行性进一步分析后提出了实施品牌整合的措施以及保障策略。本文的研究结论是：从品牌竞争力、农业产业化、经济效益等几方面考虑,提出农产品品牌整合策略,再以新疆库尔勒香梨为例,对农产品品牌整合深度剖析,由政府机构、相关农业协会以及龙头企业三方面共同举措,从保证品牌持续稳定发展的长远利益出发,不断改进发展政策,清楚品牌联合在整体发展中的重要地位,这样一来各个品牌就可以组合成稳健发展共同致富的战略联盟,从而从多方面保障品牌整合的顺利实施。
[Abstract]:With the continuous improvement of the income level of Chinese residents, the competition in the agricultural product market is becoming more and more fierce. When consumers choose to buy, they are more favored for the brand agricultural products. Agricultural products brand marks the strength of agricultural development and the level of competitiveness of agricultural products. However, at present, the number of brand agricultural products in our country is relatively small, the existing brand agricultural products are relatively chaotic in the market, the quality is uneven, and the problems of substandard agricultural products occur frequently, which dazzles consumers. It is difficult to make correct judgment and choice. In such a social environment, some of the policies used to manage the agricultural product market can not adapt to the increasingly competitive agricultural product market, and can not meet the increasing consumer demand. Therefore, it is very important to seek an effective way to make the brand agricultural products, break through the encirclement and re-establish the recognition and reputation among the consumers. The promotion and transformation of agricultural product brand integration from product to brand, from local brand to domestic and foreign brand are also the problems to be solved urgently. This paper takes Korla fragrant pear in Xinjiang as an example, based on the related concepts and theories of regional agricultural product brand integration, puts forward the key points of the research, and analyzes the actual situation and possible hidden danger of the regional agricultural product brand by using the empirical analysis method. With regard to these situations, a series of countermeasures have been pointed out, including enterprise development, agricultural industrialization, standardization, market economy, Brand benefit, farmers' income and local economy respectively demonstrate the necessity of brand integration of Korla fragrant pear from the objective conditions. After further analysis of the feasibility of brand integration of Korla fragrant pear, some measures and security strategies are put forward. The conclusion of this paper is as follows: considering brand competitiveness, agricultural industrialization, economic benefit and so on, this paper puts forward the integration strategy of agricultural product brand, then takes Korla fragrant pear in Xinjiang as an example, analyzes the depth of integration of agricultural product brand, and analyzes the depth of integration of agricultural product brand by government agencies. The relevant agricultural associations and leading enterprises have taken joint initiatives in three aspects, starting from the long-term interests of ensuring the sustained and stable development of the brand, continuously improving the development policy, and making clear the important position of the brand alliance in the overall development. In this way, each brand can be combined into a strategic alliance for steady development and common prosperity, thus ensuring the smooth implementation of brand integration in many ways.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.13;F323.5

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