农产品区域公用品牌建设问题研究

发布时间：2018-03-06 08:06

  本文选题：农产品区域公用品牌　切入点：品牌建设主体　出处：《河北经贸大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着商品品牌化的盛行，品牌在农产品领域的影响力也越来越大，而农产品区域公用品牌作为农产品品牌的一个重要分支,对区域经济的发展有着很大的带动效果,同时也是农民增收的重要手段。如何提高农产品区域公用品牌的建设水平，从而增强农产品区域公用品牌的竞争力，促进其快速良性发展，不仅是农户及农业企业的需求，也是区域经济发展的需要。 本文首先借鉴了国内外关于区域品牌理论研究的相关文献,在此基础上界定了农产品区域公用品牌的概念,分析了其品牌内涵和特性，其次，文章分析了农产品区域公用品牌的建设现状并指出了存在的几点问题，在借鉴前人研究成果的基础上，，结合实际，提出了衡量农产品区域公用品牌建设水平的钻石模型，基于钻石模型对迁西板栗和Welch’s的品牌建设进行了案例分析，比较了国内外农产品区域公用品牌建设主体和措施的异同，总结出了成功的品牌建设经验。最后在案例分析的基础上，结合前文的研究启示，提出了提高农产品区域公用品牌建设水平的几点对策建议。
[Abstract]:With the prevalence of commodity branding, brand has more and more influence in the field of agricultural products. As an important branch of agricultural product brand, regional public brand of agricultural products has a great driving effect on the development of regional economy. At the same time, it is also an important means for farmers to increase their income. How to improve the construction level of regional public brands of agricultural products, so as to enhance the competitiveness of regional public brands of agricultural products and promote their rapid and benign development, is not only the demand of farmers and agricultural enterprises, It is also the need of regional economic development. This paper first draws lessons from domestic and foreign literature on regional brand theory, defines the concept of regional common brand of agricultural products, analyzes its brand connotation and characteristics, and secondly, This paper analyzes the present situation of the construction of regional public brand of agricultural products and points out some problems. Based on the previous research results and combining with the practice, the paper puts forward a diamond model to measure the level of regional public brand construction of agricultural products. Based on the diamond model, the paper analyzes the brand construction of Qianxi chestnut and Welch's, and compares the similarities and differences between domestic and foreign agricultural products regional common brand construction subjects and measures. Finally, on the basis of the case analysis, combined with the previous research enlightenment, the author puts forward some countermeasures and suggestions to improve the level of regional public brand construction of agricultural products.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F323.7

【引证文献】

中国硕士学位论文全文数据库 前1条

1 李东远;喀什地区扁桃产业发展的制约因素与对策研究[D];新疆农业大学;2015年

本文编号：1574000