军山湖大闸蟹品牌现状及优化策略

发布时间：2018-06-30 08:30

本文选题：军山湖大闸蟹 + 品牌现状　；参考：《南昌大学》2014年硕士论文

【摘要】：近几年，随着人们生活水平的不断提高以及对丰富物质生活的需要，，人们在饮食上更加注重新鲜营养健康，大闸蟹成了人们餐桌上不可或缺的美食。在我国人情礼俗浓厚的氛围下，大闸蟹也成了炙手可热的礼品。因此大闸蟹的价格逐年上涨，作为礼品更是身价倍增。大闸蟹还未到上市时，很多商家已经提前卖出了很多预订券，可以说近些年来大闸蟹需求量呈逐年攀升的态势。我国大闸蟹的品牌众多，许多省份都有颇具自己区域特色的大闸蟹品牌，如江西进贤县的军山湖大闸蟹江苏的洪泽湖大闸蟹山东东营的黄河口大闸蟹等。但是人们最耳熟能详的还是阳澄湖大闸蟹，以至于其他品牌的大闸蟹有时必须贴上“阳澄湖”的标签，才能在市场上争得一席之地，这不得不说是值得我们深思的问题。军山湖大闸蟹作为国家地理标志产品，是江西省的知名品牌，在本省拥有一定的品牌竞争力，但是放眼全国，军山湖大闸蟹的品牌知名度和市场占有率都是比较低的。军山湖大闸蟹作为地理标志产品，对于带动区域经济发展，提高产品的竞争力起着重要作用，因此值得也需要我们进行大力推广，唱响品牌。本文第一章引言部分，简要的介绍了选题背景和意义，研究现状综述以及研究方法。第二章主要介绍品牌的概念内涵以及品牌的构建路径和方法。第三章通过对问卷调查结果的统计和数据分析，对军山湖大闸蟹的品牌现状进行分析，并对其品牌危机进行剖析。第四章对我国其他知名品牌的大闸蟹的品牌特色及优势进行分析，为军山湖大闸蟹提供参考。第五章阐述了军山湖大闸蟹的品牌应如何进行优化，并为其量身制定适合其品牌发展的战略。文章最后以对地理标志产品的品牌打造作为结语。
[Abstract]:In recent years, with the continuous improvement of people's living standards and the need for rich material life, people pay more attention to fresh diet? Nutrition? Healthy, hairy crab has become an indispensable food on the table. In our country human customs strong atmosphere, hairy crab has also become a hot gift. As a result, the prices of hairy crabs rise year by year, as gifts are doubled. Before the hairy crabs came on the market, many merchants had already sold a lot of bookings ahead of time, so it can be said that the demand for hairy crabs has been rising year by year in recent years. There are many brands of hairy crabs in China, many provinces have their own regional characteristics of hairy crab brands, such as Jiangxi Jinxian County Junshan Lake hairy crab? Jiangsu's Hongze Lake hairy crab? Shandong Dongying Yellow River estuary hairy crab and so on. But people are most familiar with Yangcheng Lake hairy crabs, so that other brands of hairy crabs sometimes have to be labeled "Yangcheng Lake" in order to win a place in the market. Junshanhu hairy crab, as a national geographical indication product, is a well-known brand in Jiangxi Province, and has a certain brand competitiveness in this province. But looking at the whole country, the brand popularity and market share of hairy crab in Junshan Lake are relatively low. As a product of geographical indication, hairy crab in Junshan Lake plays an important role in driving regional economic development and improving the competitiveness of products. The first chapter introduces the background and significance of the topic, the current research situation and the research methods. The second chapter mainly introduces the concept of brand? Connotation and brand construction path and method. The third chapter analyzes the brand status of hairy crab in Junshan Lake through the statistical and data analysis of the results of the questionnaire, and analyzes the brand crisis of hairy crab in Junshan Lake. The fourth chapter analyzes the brand characteristics and advantages of other famous brands of hairy crabs in China to provide reference for Junshan Lake hairy crabs. The fifth chapter expounds how to optimize the brand of hairy crab in Junshan Lake and make the strategy suitable for its brand development. At the end of the article, the brand of geographical indication products is taken as the conclusion.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F326.4

【参考文献】