本文選題：超大集團　切入點：農業(yè)品牌　出處：《中國農業(yè)科學院》2008年碩士論文

【摘要】： 在全球經(jīng)濟日趨一體化的今天,我國農業(yè)面臨著越來越嚴峻的挑戰(zhàn)。中國農業(yè)要參與激烈的國際競爭,必須創(chuàng)建強大的自主品牌。進入亞洲品牌500強的超大集團是我國農業(yè)品牌建設的一個成功典范,研究超大品牌建設的歷程與發(fā)育機理,探討共性與特性問題,對推進我國農業(yè)品牌建設具有重要的借鑒意義。 本研究以超大集團為案例,系統(tǒng)研究其品牌建設進程、核心內容、發(fā)育機理以及存在的制約因素等,借鑒國內外農業(yè)品牌建設經(jīng)驗,提出超大品牌進一步發(fā)展的戰(zhàn)略和保障措施,歸納總結出超大品牌建設實踐對我國農業(yè)品牌建設的普遍借鑒經(jīng)驗。 超大集團順應我國綠色食品發(fā)展潮流,以“走綠色道路,創(chuàng)生態(tài)文明”為經(jīng)營理念,構建出一條獨特的綠色生態(tài)產(chǎn)業(yè)鏈,創(chuàng)立了以“綠色”為特征的超大品牌。此后,企業(yè)在香港成功上市,開創(chuàng)中國農業(yè)國際資本運營之先河,通過募集海外資金,為企業(yè)的發(fā)展提供了重要資金保證,贏得發(fā)展先機,在18個省(市、區(qū))建立40多個大型生產(chǎn)基地,完成生產(chǎn)基地全國性戰(zhàn)略布局,形成配套完善的現(xiàn)代農業(yè)產(chǎn)業(yè)集群,綜合優(yōu)勢日益顯現(xiàn);抓住兩岸農業(yè)交流先行實踐和成功保障北京奧運蔬菜供應兩大契機,擴大品牌影響力;積極履行社會責任,樹立良好品牌形象。幾年來,隨著企業(yè)實力持續(xù)增強,品牌價值也不斷提升。 超大集團圍繞構建綠色生態(tài)產(chǎn)業(yè)鏈、創(chuàng)新經(jīng)營模式、注重人力資源管理、加強科技創(chuàng)新、建立質量管理體系和綠色營銷網(wǎng)絡等6方面核心內容進行品牌化建設,形成了超大品牌獨特的發(fā)育機理:以“綠色”為特征,形成特有的品牌定位;發(fā)揮龍頭企業(yè)優(yōu)勢,優(yōu)化資源配置,創(chuàng)建經(jīng)營品牌;通過延攬人才,創(chuàng)新管理,為品牌發(fā)展提供原動力;緊抓科技創(chuàng)新、質量管理體系和品牌營銷網(wǎng)絡三個關鍵環(huán)節(jié),加強品牌“軟實力”建設,提升品牌競爭力。 超大品牌建設面臨的制約因素主要有:員工品牌意識不夠強,重企業(yè)品牌、輕產(chǎn)品品牌,宣傳力度不夠、品牌價值沒能充分體現(xiàn)以及目前農業(yè)標準化指標和農產(chǎn)品認證制度不完善等。結合超大集團發(fā)展現(xiàn)狀和借鑒國內外農業(yè)品牌建設經(jīng)驗,提出超大品牌進一步發(fā)展的5大戰(zhàn)略,即做強優(yōu)質果蔬品牌、創(chuàng)立食品品牌、深化兩岸農業(yè)交流與合作品牌、創(chuàng)建良種品牌、爭創(chuàng)國際農業(yè)品牌等。為了保障這些戰(zhàn)略的實施,應采取三項措施:堅持“以人為本”,打造精煉經(jīng)營團隊;強化技術創(chuàng)新,推進品牌整體提升;探索企社合作,創(chuàng)建經(jīng)營機制新模式。 本研究得出的主要結論有:(1)順應“綠色”潮流是農業(yè)品牌建設的前提;(2)龍頭企業(yè)是農業(yè)品牌建設的主體;(3)質量安全是農業(yè)品牌建設的關鍵;(4)創(chuàng)新是農業(yè)品牌發(fā)展的持續(xù)動力;(5)實力是農業(yè)企業(yè)品牌建設的基礎。
[Abstract]:With the globalization of the global economy, China's agriculture is facing more and more serious challenges. China's agriculture should participate in the fierce international competition. It is necessary to create strong independent brands. The super large group, which has entered the top 500 Asian brands, is a successful example of the construction of agricultural brands in China. This paper studies the course and development mechanism of the construction of large brands, and probes into the problems of commonness and characteristics. To promote the construction of agricultural brands in China has an important reference significance. This research takes the super large group as the case, systematically studies its brand construction process, core content, development mechanism and existing restriction factors, and draws lessons from the domestic and foreign agricultural brand construction experience. This paper puts forward the strategy and safeguard measures for the further development of super brand, and summarizes the general reference experience of the construction practice of super brand for agricultural brand construction in our country. Following the trend of green food development in our country, Chao Chao Group established a unique green ecological industrial chain with the management idea of "taking the green road and creating ecological civilization", and founded the super brand characterized by "green". The successful listing of enterprises in Hong Kong created the first step in the international capital operation of China's agriculture. By raising overseas funds, the enterprises provided an important capital guarantee for the development of enterprises and won the first opportunity for development, in 18 provinces (cities). Establishing more than 40 large production bases, completing the national strategic layout of production bases and forming a complete set of modern agricultural industrial clusters, the comprehensive advantages are increasingly apparent; To seize the two major opportunities of agricultural exchanges between the two sides of the Taiwan Strait in advance and to ensure the supply of vegetables for the Beijing Olympic Games, to expand the brand influence, to actively fulfill social responsibilities, and to establish a good brand image. Over the past few years, as the strength of enterprises has continued to grow, Brand value also continues to improve. Chao Chao Group focuses on building green ecological industry chain, innovating management mode, paying attention to human resource management, strengthening scientific and technological innovation, establishing quality management system and green marketing network, etc. Forming the unique development mechanism of super brand: taking "green" as the characteristic, forming the unique brand orientation; giving full play to the advantages of leading enterprises, optimizing the allocation of resources, creating management brand, and innovating management by recruiting talents, To provide the motive force for the brand development, to grasp the three key links of scientific and technological innovation, quality management system and brand marketing network, to strengthen the "soft power" construction of the brand and to enhance the brand competitiveness. The main factors that restrict the construction of super brand are: the employee's brand awareness is not strong enough, the enterprise brand is emphasized, the brand is light, and the propaganda is not enough. The brand value is not fully reflected and the agricultural standardization index and the agricultural product certification system are not perfect at present. Combined with the current development situation of the super large group and drawing on the domestic and foreign agricultural brand construction experience, the paper puts forward five strategies for the further development of the super brand. That is, to strengthen the high-quality fruit and vegetable brands, to create food brands, to deepen cross-strait agricultural exchanges and cooperation brands, to create improved seed brands, and to create international agricultural brands. In order to ensure the implementation of these strategies, Three measures should be taken: adhere to "people-oriented", build a refined management team, strengthen technological innovation, promote the overall promotion of the brand, explore cooperation between enterprises and society, and create a new mode of management mechanism. The main conclusions of this study are: 1) conforming to the "green" trend is the premise of agricultural brand construction. (2) leading enterprises are the main body of agricultural brand construction.) quality safety is the key factor of agricultural brand construction. 4) Innovation is the development of agricultural brand. The strength of the exhibition is the foundation of the brand construction of agricultural enterprises.
【學位授予單位】：中國農業(yè)科學院
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F324.6

【引證文獻】

相關碩士學位論文 前2條

1 楊志芳;農業(yè)產(chǎn)業(yè)化經(jīng)營的模式與發(fā)展對策研究[D];中國農業(yè)科學院;2011年

2 雷濤;熙可公司的品牌定位研究[D];上海交通大學;2010年

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本文編號：1667021