本文關(guān)鍵詞： 特色農(nóng)產(chǎn)品 價值要素理論 品牌建設(shè) 地理標(biāo)志　出處：《湖北工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟的發(fā)展的飛速發(fā)展,我國農(nóng)業(yè)生產(chǎn)取得了較快的進步。在我國傳統(tǒng)的農(nóng)業(yè)生產(chǎn)中,農(nóng)產(chǎn)品生產(chǎn)存在數(shù)量小、品種少的缺點,在一定程度上制約了農(nóng)產(chǎn)品品牌建設(shè)工作的開展,同時也給我國農(nóng)業(yè)發(fā)展造成影響。新時代下,人們生活水平得到提高,給農(nóng)產(chǎn)品生產(chǎn)提出更高的要求,農(nóng)產(chǎn)品生產(chǎn)中越來越重視品牌建設(shè),從而推動傳統(tǒng)農(nóng)業(yè)向現(xiàn)代化農(nóng)業(yè)轉(zhuǎn)型。文章總體思路是先闡述研究的目的、意義和背景,同時介紹了國內(nèi)外研究現(xiàn)狀以及本文的研究思路和方法;然后對相關(guān)理論為進行了綜述,同時介紹了連州菜心品牌建設(shè)概況,并分析連州菜心品牌建設(shè)的影響因素,對連州菜心特色農(nóng)產(chǎn)品品牌建設(shè)的影響因素進行了DEMATEL分析;最后,根據(jù)連州菜心特色農(nóng)產(chǎn)品品牌建設(shè)現(xiàn)狀,結(jié)合品牌建設(shè)中的問題分析,給出對策并提出品牌建設(shè)的保障機制,保障機制從企業(yè)、協(xié)會、政府三方面提出了連州菜心特色農(nóng)產(chǎn)品品牌建設(shè)的對策建議,建立長效機制,促進連州菜心特色農(nóng)產(chǎn)品品牌的建設(shè)。根據(jù)時代特點對連州菜心品牌進行品牌定位,并從政府主管部門角度出發(fā),對連州菜心品牌下一步的建設(shè)和推廣提出了有針對性的、具有可操作性的規(guī)劃和建議,可推廣及促進其他農(nóng)產(chǎn)品品牌的構(gòu)建和發(fā)展,且更好地促進連州菜心品牌全面、健康發(fā)展,本文的研究內(nèi)容可為相關(guān)企業(yè)提供決策依據(jù),也可以給相關(guān)政府主管部門的工作提供重要參考。
[Abstract]:With the rapid development of economy development, agricultural production in China has made rapid progress. In China's traditional agricultural production, agricultural production has a small number of varieties, less faults, restricted to a certain extent the work of the brand building of agricultural products, but also to the impact of China's agricultural development. Age, people's life and improve the level of agricultural production, to put forward higher requirements, the production of agricultural products more and more attention to brand building, to promote the transformation of traditional agriculture to modern agriculture. The general idea is to elaborate the research purpose, significance and background, and introduces the research status and research ideas then the related theory and methods; as were reviewed, and introduced the general situation of Lianzhou vegetable brand construction, and analyzes the influencing factors of the brand construction of Lianzhou cabbage, Lianzhou cuisine heart of characteristic agricultural products The DEMATEL analysis of influencing factors of brand construction; finally, according to the current situation of brand construction of agricultural products with the characteristics of Lianzhou, combined with the analysis of brand building in question, gives the countermeasure and puts forward the guarantee mechanism of brand construction, safeguard mechanism from enterprises, associations, government three aspects put forward suggestions on the construction of Lianzhou characteristic agricultural products brand of Chinese cabbage and establish a long-term mechanism to promote the construction of Lianzhou with special agricultural products brand. According to the characteristics of the times of the brand positioning of Lianzhou vegetable brand, and from the point of view of the government departments, the construction of the Lianzhou heart brand next promotion and put forward targeted, operational planning and advice, and can be constructed to promote the development and promotion of other agricultural products brand, and promote the healthy development of Lianzhou vegetable brand overall, and the content of this study for the related enterprises to provide basis for decision making It can also provide important reference for the work of the relevant government authorities.

【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.5

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