本文關(guān)鍵詞：區(qū)域品牌建設(shè)研究，由筆耕文化傳播整理發(fā)布。

畢業(yè)論文 (2011屆) 奉化水蜜桃區(qū)域品牌建設(shè)研究 摘 要 農(nóng)產(chǎn)品區(qū)域品牌是區(qū)域農(nóng)產(chǎn)品的“代言”,是特定農(nóng)產(chǎn)品的區(qū)域的一張經(jīng)濟(jì)名片,具有超越一般品牌的社會(huì)效應(yīng)和經(jīng)濟(jì),對(duì)促進(jìn)區(qū)域經(jīng)濟(jì)的發(fā)展具有舉足輕重的作用。區(qū)域品牌建設(shè)是農(nóng)產(chǎn)品生產(chǎn)經(jīng)營(yíng)的核心,是實(shí)現(xiàn)農(nóng)產(chǎn)品品牌經(jīng)營(yíng)、提升區(qū)域農(nóng)產(chǎn)品競(jìng)爭(zhēng)力的有效途徑。 在對(duì)區(qū)域品牌的文獻(xiàn)研究的基礎(chǔ)上,闡述農(nóng)產(chǎn)品區(qū)域品牌建設(shè)的必要性和意義,通過介紹奉化水蜜桃區(qū)域品牌建設(shè)概況,找出奉化水蜜桃區(qū)域品牌建設(shè)存在的問題,有:缺乏統(tǒng)一的指導(dǎo)和規(guī)劃、思想觀念落后、品牌保護(hù)意識(shí)淺薄、新技術(shù)推廣進(jìn)展緩慢、“張冠李戴”現(xiàn)象嚴(yán)重。并從政府和協(xié)會(huì)二方面提出奉化水蜜桃區(qū)域品牌建設(shè)的對(duì)策。包括:加強(qiáng)規(guī)范,統(tǒng)一指導(dǎo)力度、政府積極建立和完善品牌管理體系、加大技術(shù)推廣力度,加強(qiáng)科技助品牌、提升產(chǎn)品品牌和附加值、加強(qiáng)商標(biāo)產(chǎn)權(quán)保護(hù),建立區(qū)域品牌質(zhì)量認(rèn)證體系等。 關(guān)鍵詞: 區(qū)域品牌;品牌建設(shè);奉化水蜜桃 Abstract Regional brand of agricultural product is the “endorsement” of regional agriculture and also is a business card of a special agriculture and a zone. It has the social and economical effect beyond the general brand and plays a decisive role in promoting the regional economical development. What’s more, regional brand building is the core of agricultural production, it is a effective ways to achieve the agricultural brand’s business and to improve the competitiveness of regional agriculture In the literature of regional brand which is on the basis of study, the construction of agricultural regional brand expounded the necessity and significance, by researching the brand actuality and the brand achievement, this article found out some brand-building problems about Fenghua peach, such as lack of u

  本文關(guān)鍵詞：區(qū)域品牌建設(shè)研究，由筆耕文化傳播整理發(fā)布。