本文選題：山區(qū)特色產(chǎn)業(yè)　切入點(diǎn)：區(qū)域品牌　出處：《北京交通大學(xué)》2008年碩士論文

【摘要】： 經(jīng)濟(jì)全球化背景下,區(qū)域競(jìng)爭(zhēng)已成為國(guó)際競(jìng)爭(zhēng)的重要形式,品牌是市場(chǎng)競(jìng)爭(zhēng)的核心,這對(duì)農(nóng)產(chǎn)品行業(yè)也不例外。2006年12月,河北省人民政府以地理標(biāo)志產(chǎn)品保護(hù)的形式創(chuàng)建了“京東板栗”區(qū)域品牌。然而,由于品牌意識(shí)淡薄、品牌經(jīng)營(yíng)主體模糊以及農(nóng)產(chǎn)品區(qū)域品牌的特殊性等原因,“京東板栗”區(qū)域品牌一直停留在品牌發(fā)展的初級(jí)階段。因此,依據(jù)河北燕山板栗產(chǎn)業(yè)優(yōu)勢(shì),針對(duì)“京東板栗”區(qū)域品牌發(fā)展現(xiàn)狀和存在的問(wèn)題,如何全面提升“京東板栗”區(qū)域品牌競(jìng)爭(zhēng)力,充分發(fā)揮品牌效應(yīng)和整體效益是河北板栗產(chǎn)業(yè)在品牌化經(jīng)營(yíng)道路上必須要解決的問(wèn)題。 本文以區(qū)域品牌、產(chǎn)業(yè)帶、產(chǎn)業(yè)集群、農(nóng)產(chǎn)品品牌、農(nóng)產(chǎn)品營(yíng)銷(xiāo)等理論為指導(dǎo),從河北燕山板栗產(chǎn)業(yè)帶和產(chǎn)業(yè)集群的角度出發(fā),以“京東板栗”區(qū)域品牌為研究對(duì)象,為該區(qū)域品牌制定了一整套品牌發(fā)展策略。本文首先提出了河北燕山板栗產(chǎn)業(yè)帶和產(chǎn)業(yè)集群的概念,分析了該產(chǎn)業(yè)帶和產(chǎn)業(yè)集群的形成因素及面臨的問(wèn)題。第二,在河北燕山板栗產(chǎn)業(yè)集群的基礎(chǔ)上,對(duì)“京東板栗”區(qū)域品牌進(jìn)行了全面的界定,分析了“京東板栗”區(qū)域品牌的經(jīng)營(yíng)現(xiàn)狀,提出了對(duì)其實(shí)施品牌建設(shè)的必要性。第三,針對(duì)“京東板栗”區(qū)域品牌存在的問(wèn)題,為其制定了品牌戰(zhàn)略規(guī)劃和品牌導(dǎo)入策略,在此基礎(chǔ)上,提出了較詳細(xì)的該區(qū)域品牌發(fā)展的實(shí)施策略。
[Abstract]:Under the background of economic globalization, regional competition has become an important form of international competition, and brand is the core of market competition, which is no exception for agricultural products industry.Hebei Province people's Government in the form of geographical indications product protection to create "JingDong chestnut" regional brand.However, due to the weak brand consciousness, the fuzzy main body of brand management and the particularity of regional brand of agricultural products, the regional brand of "JingDong Chestnut" has been staying in the primary stage of brand development.Therefore, according to Hebei Yanshan chestnut industry superiority, in view of "JingDong Chinese chestnut" regional brand development present situation and the existence question, how to promote the "JingDong Chinese chestnut" regional brand competition in an all-round way,Giving full play to the brand effect and the whole benefit is the problem that must be solved in the brand management road of Hebei chestnut industry.Guided by the theories of regional brand, industrial belt, industrial cluster, agricultural product brand and agricultural product marketing, this paper starts from the angle of Hebei Yanshan chestnut industry belt and industrial cluster, and takes "JingDong chestnut" regional brand as the research object.A whole set of brand development strategies has been developed for the regional brand.In this paper, the concept of industrial belt and industrial cluster of Chinese chestnut in Yanshan, Hebei Province was put forward, and the forming factors and problems of the industrial belt and industrial cluster were analyzed.Secondly, on the basis of Hebei Yanshan chestnut industry cluster, this paper defines the regional brand of "JingDong chestnut", analyzes the management status of the regional brand of "JingDong chestnut", and puts forward the necessity of carrying out the brand construction.Thirdly, aiming at the problems existing in the regional brand of "JingDong Chestnut", the brand strategic planning and brand introduction strategy are formulated, and on this basis, the implementation strategy of the regional brand development is put forward in detail.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F327

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 鄢豐霞;陳俊紅;;國(guó)內(nèi)外板栗產(chǎn)業(yè)研究進(jìn)展[J];河北果樹(shù);2012年06期

相關(guān)碩士學(xué)位論文 前3條

1 蘇永民;燕山板栗產(chǎn)業(yè)化發(fā)展研究[D];中央民族大學(xué);2010年

2 唐益人;“袁隆平”品牌帶動(dòng)隆平新區(qū)發(fā)展研究[D];西北農(nóng)林科技大學(xué);2012年

3 曹川川;臨安山核桃區(qū)域品牌提升策略研究[D];浙江農(nóng)林大學(xué);2012年

，

本文編號(hào)：1701689