本文選題：紹興　切入點：農(nóng)產(chǎn)品　出處：《浙江大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 農(nóng)業(yè)品牌戰(zhàn)略是指農(nóng)業(yè)企業(yè)為了提高其農(nóng)產(chǎn)品的競爭力而進行的,圍繞著企業(yè)及其農(nóng)產(chǎn)品的品牌而展開的形象塑造活動。實施品牌戰(zhàn)略是發(fā)展高效生態(tài)農(nóng)業(yè)的必然選擇。它是農(nóng)業(yè)企業(yè)為了生存和發(fā)展而圍繞品牌進行的全局性的謀劃方略,是企業(yè)整體發(fā)展戰(zhàn)略的重要內(nèi)容。 論文分析了培育農(nóng)業(yè)品牌,實施品牌戰(zhàn)略的意義,指出實施農(nóng)業(yè)品牌戰(zhàn)略是鞏固產(chǎn)業(yè)結(jié)構(gòu)調(diào)整成果,實現(xiàn)主導(dǎo)產(chǎn)業(yè)由數(shù)量型向質(zhì)量型轉(zhuǎn)變的必然選擇,是提高農(nóng)業(yè)標準化水平,實現(xiàn)主導(dǎo)產(chǎn)業(yè)由粗放型向精致型轉(zhuǎn)變的必然選擇,是提升農(nóng)業(yè)產(chǎn)業(yè)化發(fā)展水平,實現(xiàn)主導(dǎo)產(chǎn)業(yè)由分散型向集成型轉(zhuǎn)變的必然選擇,是推進“以工促農(nóng)、以城帶鄉(xiāng)”,實現(xiàn)主導(dǎo)產(chǎn)業(yè)由弱勢型向強勢型轉(zhuǎn)變的必然選擇。 紹興是我國首批歷史文化名城,也是全國品牌經(jīng)濟城市、品牌之都。2007年以品牌創(chuàng)新的實績榮膺“中國優(yōu)秀創(chuàng)新型城市”稱號,品牌實力躍居全國前列,中國名牌數(shù)居全省第一位。筆者在了解紹興市農(nóng)業(yè)基本情況的基礎(chǔ)上,對紹興市農(nóng)業(yè)品牌進行了調(diào)查。目前,紹興市已形成了一批品牌群體,培育了一批高新新產(chǎn)品,打造了一批骨干企業(yè),壯大了一批支柱產(chǎn)業(yè)。同時本文就紹興市在農(nóng)業(yè)品牌建設(shè)過程中的成功經(jīng)驗進行了分析。 在論文的第三部分中,對紹興市農(nóng)業(yè)品牌建設(shè)中存在的問題與發(fā)展對策進行了探討。筆者認為,品牌意識有待進一步提高;農(nóng)業(yè)企業(yè)生產(chǎn)規(guī)模偏小,難以形成集聚優(yōu)勢;產(chǎn)品科技含量低,品牌潛力有待挖掘;宣傳力度不夠,企業(yè)營銷策略落后是目前存在的主要問題。在農(nóng)業(yè)品牌建設(shè)發(fā)展對策上,一是要政府協(xié)調(diào),部門合作,提高認識,強化品牌意識;二是要制定科學(xué)的政策措施,扶持農(nóng)業(yè)創(chuàng)品牌;三是建立和完善農(nóng)產(chǎn)品管理體系;四是加大農(nóng)業(yè)品牌營銷推介力度,提高市場影響力。 文中對新昌縣小京生開發(fā)有限公司、上虞市東海食品有限公司兩家省級農(nóng)業(yè)企業(yè)實施農(nóng)業(yè)品牌戰(zhàn)略的具體實踐進行了實證分析。
[Abstract]:Agricultural brand strategy refers to agricultural enterprises in order to improve the competitiveness of their agricultural products. The implementation of brand strategy is an inevitable choice for the development of efficient ecological agriculture. It is an overall planning strategy for agricultural enterprises to survive and develop around the brand. Is the enterprise overall development strategy important content. The paper analyzes the significance of cultivating agricultural brand and implementing brand strategy, and points out that implementing agricultural brand strategy is the inevitable choice to consolidate the achievements of industrial structure adjustment and realize the transformation of leading industry from quantity to quality. It is the inevitable choice to improve the level of agricultural standardization, to realize the transition of leading industry from extensive type to fine type, to promote the development level of agricultural industrialization, to realize the transition of leading industry from dispersed type to integrated type, and to promote "promoting agriculture by industry". Take cities and villages ", realize the inevitable choice of leading industry from weak type to strong type." Shaoxing is one of the first historical and cultural cities in China, as well as a brand economy city and a brand capital. In 2007, Shaoxing won the title of "excellent innovative city in China" with its brand strength leaping to the forefront of the country. The author, on the basis of understanding the basic situation of agriculture in Shaoxing, has investigated the agricultural brands in Shaoxing. At present, Shaoxing has formed a group of brands and cultivated a number of high-tech products. A number of backbone enterprises have been built and a number of pillar industries have been strengthened. At the same time, this paper analyzes the successful experience of Shaoxing city in the process of agricultural brand construction. In the third part of the paper, the author discusses the problems and development countermeasures in Shaoxing's agricultural brand construction. The author thinks that the brand consciousness needs to be further improved, the scale of agricultural enterprises is small, and it is difficult to form agglomeration advantage. Low product science and technology content, brand potential to be excavated, insufficient propaganda and backward marketing strategy are the main problems at present. In agricultural brand construction and development countermeasures, first, the government should coordinate, the departments should cooperate, and the awareness should be enhanced. To strengthen brand awareness; second, to formulate scientific policies and measures to support agricultural brand creation; third, to establish and improve the management system of agricultural products; fourth, to strengthen marketing promotion of agricultural brands and to increase market influence. This paper makes an empirical analysis on the practice of implementing agricultural brand strategy in two provincial agricultural enterprises of Xinchang Xiaojingsheng Development Co., Ltd and Shangyu Donghai Food Co., Ltd.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F327

【引證文獻】

相關(guān)期刊論文 前1條

1 楊建;;貴州油茶產(chǎn)業(yè)發(fā)展中品牌戰(zhàn)略的影響[J];品牌(理論月刊);2011年01期

相關(guān)碩士學(xué)位論文 前2條

1 張繼偉;凌源市農(nóng)業(yè)品牌問題研究[D];吉林大學(xué);2011年

2 毛友輝;唐人神臺烤腸品牌營銷策略研究[D];湖南農(nóng)業(yè)大學(xué);2012年

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本文編號：1564591