本文選題：山西 + 特色農(nóng)產(chǎn)品�。� 參考：《山西財經(jīng)大學(xué)》2008年碩士論文

【摘要】： 山西是特色農(nóng)業(yè)資源較為豐富的省份,據(jù)統(tǒng)計,山西有地理標志特征的特色農(nóng)產(chǎn)品千余種,其中已注冊商標的2600多件,尤其是“小雜糧”、紅棗、干鮮果等特色農(nóng)產(chǎn)品在國內(nèi)獨具特色。但由于長期以來全社會對特色農(nóng)產(chǎn)品品牌發(fā)展重視不夠,因此山西的特色農(nóng)產(chǎn)品品牌競爭力仍函待提高�；诖�,本文選擇山西特色農(nóng)產(chǎn)品品牌發(fā)展作為研究對象,期望通過這一研究,對提升山西特色農(nóng)產(chǎn)品品牌的競爭力提供有益的參考。 本文運用比較分析法、PEST分析法、調(diào)查問卷分析法等方法,在對國內(nèi)外學(xué)術(shù)界關(guān)于特色農(nóng)產(chǎn)品品牌研究進行回顧與綜述的基礎(chǔ)上,通過對山西特色農(nóng)產(chǎn)品品牌發(fā)展現(xiàn)狀梳理,分析了山西特色農(nóng)產(chǎn)品品牌發(fā)展面臨的環(huán)境,經(jīng)實地調(diào)查并采用調(diào)查問卷法,根據(jù)回收問卷的結(jié)果提出并論述了山西特色農(nóng)產(chǎn)品品牌發(fā)展的定位戰(zhàn)略、創(chuàng)新戰(zhàn)略、營銷戰(zhàn)略。最后,以太原漢波有限公司為個案研究,對所提觀點進行了佐證。
[Abstract]:Shanxi is a province with abundant characteristic agricultural resources. According to statistics, there are more than a thousand kinds of characteristic agricultural products with geographical indications in Shanxi. Among them, more than 2600 pieces of registered trademarks, especially "minor grains" and jujube, have been registered. Dry fresh fruit and other characteristics of agricultural products in the domestic unique. However, because the whole society has not paid enough attention to the development of characteristic agricultural product brand for a long time, the competitiveness of Shanxi characteristic agricultural product brand still needs to be improved. Based on this, this paper chooses Shanxi characteristic agricultural product brand development as the research object, anticipates through this research, to enhance the Shanxi characteristic agricultural product brand competition ability to provide the beneficial reference. In this paper, by using the methods of comparative analysis, pest analysis, questionnaire analysis and so on, on the basis of reviewing and summarizing the research on characteristic agricultural product brand in domestic and foreign academic circles, this paper combs the present situation of Shanxi characteristic agricultural product brand development. This paper analyzes the environment facing the development of Shanxi characteristic agricultural product brand, and puts forward and discusses the orientation strategy, innovation strategy and marketing strategy of Shanxi characteristic agricultural product brand development according to the result of the recovery questionnaire and field investigation. Finally, the case study of Taiyuan Hanbo Co., Ltd.
【學(xué)位授予單位】：山西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F323.5

【引證文獻】

相關(guān)期刊論文 前5條

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相關(guān)碩士學(xué)位論文 前1條

1 熊焱;提升江西特色農(nóng)產(chǎn)品貿(mào)易競爭力研究[D];南昌大學(xué);2011年

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本文編號：1914272