【摘要】： 隨著我國市場經(jīng)濟(jì)的不斷發(fā)展和完善,企業(yè)的競爭已從單純的價(jià)格、質(zhì)量和服務(wù)競爭轉(zhuǎn)化為具有深厚文化內(nèi)涵的品牌競爭。我國蔬菜產(chǎn)業(yè)的發(fā)展是隨著經(jīng)濟(jì)體制的發(fā)展而發(fā)展的�！皦酃馐卟恕边@一品牌是中國古老文明的蔬菜文化與現(xiàn)代高科技蔬菜文化相融合的結(jié)晶。蔬菜產(chǎn)業(yè)成為山東省壽光市的特色產(chǎn)業(yè),經(jīng)過多年的發(fā)展,“壽光蔬菜”已成為一個(gè)知名區(qū)域農(nóng)業(yè)品牌。因此,對(duì)壽光蔬菜產(chǎn)業(yè)品牌發(fā)展進(jìn)行研究,總結(jié)“壽光蔬菜”這個(gè)農(nóng)業(yè)區(qū)域品牌發(fā)展的經(jīng)驗(yàn),分析存在的問題和原因,探索解決的方案,對(duì)推進(jìn)壽光蔬菜產(chǎn)業(yè)品牌化,增強(qiáng)壽光蔬菜品牌的健康發(fā)展,實(shí)現(xiàn)壽光蔬菜在新形勢下更高層次的快速發(fā)展,都具有一定的現(xiàn)實(shí)意義。 本文研究的主要內(nèi)容分為兩部分。第一部分對(duì)壽光蔬菜這一區(qū)域品牌的形成與效應(yīng)進(jìn)行了分析。圍繞這一問題,論文對(duì)壽光蔬菜產(chǎn)業(yè)品牌及區(qū)域發(fā)展的情況進(jìn)行了深入分析,重點(diǎn)對(duì)壽光蔬菜品牌的發(fā)展歷程、產(chǎn)業(yè)發(fā)展條件、品牌知名度、品牌文化、發(fā)展經(jīng)驗(yàn)、發(fā)展主要措施等進(jìn)行了分析研究,對(duì)壽光蔬菜這一區(qū)域品牌的效應(yīng)進(jìn)行了總結(jié),分析了其對(duì)產(chǎn)業(yè)結(jié)構(gòu)、農(nóng)民收入、農(nóng)民素質(zhì)和促進(jìn)其他產(chǎn)業(yè)發(fā)展的作用。第二部分對(duì)壽光蔬菜品牌發(fā)展的障礙因素進(jìn)行了分析。品牌發(fā)展的障礙與產(chǎn)業(yè)發(fā)展的障礙是分不開的,所以文章對(duì)產(chǎn)業(yè)發(fā)展的障礙和品牌發(fā)展的障礙分別進(jìn)行了分析。 通過綜合分析研究,得出結(jié)論:1、“壽光蔬菜”品牌的發(fā)展是一個(gè)系統(tǒng)工程,在做好蔬菜及相關(guān)產(chǎn)業(yè)的基礎(chǔ)上,政府和地方努力做好其他產(chǎn)業(yè)發(fā)展,促進(jìn)了蔬菜業(yè)及其他產(chǎn)業(yè)全面發(fā)展,特別是努力發(fā)展獨(dú)具特色的蔬菜文化,為這一農(nóng)業(yè)區(qū)域品牌的發(fā)展起到了關(guān)鍵性的作用。2、品牌的保護(hù)與發(fā)展,不僅能夠帶動(dòng)蔬菜業(yè)和農(nóng)業(yè)自身的發(fā)展,同時(shí)也能夠帶動(dòng)地方經(jīng)濟(jì)的全面發(fā)展。“壽光菜蔬”這個(gè)農(nóng)業(yè)區(qū)域品牌帶動(dòng)了壽光市經(jīng)濟(jì)社會(huì)各方面的全面迅速發(fā)展。 最后,論文在得出的結(jié)論的基礎(chǔ)上提出了促進(jìn)壽光蔬菜產(chǎn)業(yè)品牌發(fā)展的建議:1、加大政府的支持推動(dòng)力度,完善品牌推進(jìn)體系建設(shè)。2、大力實(shí)施名牌戰(zhàn)略,促進(jìn)品牌上檔升級(jí)。3、不斷拓寬銷售渠道,提高品牌知名度。4、抓好農(nóng)民合作組織和優(yōu)質(zhì)農(nóng)產(chǎn)品基地建設(shè),保證品牌素質(zhì)的提高。5、建設(shè)優(yōu)美生態(tài)環(huán)境,大力促進(jìn)外延產(chǎn)業(yè)發(fā)展。6、加大宣傳力度,實(shí)施“壽光蔬菜”品牌文化戰(zhàn)略。
[Abstract]:With the continuous development and perfection of market economy in China, the competition of enterprises has been transformed from simple price, quality and service competition to brand competition with profound cultural connotation. The development of vegetable industry in our country is with the development of economic system. Shouguang vegetable brand is the crystallization of Chinese ancient civilization vegetable culture and modern high-tech vegetable culture. Vegetable industry has become a characteristic industry in Shouguang City of Shandong Province. After years of development, Shouguang vegetable has become a well-known regional agricultural brand. Therefore, this paper studies the development of Shouguang vegetable industry brand, summarizes the experience of "Shouguang vegetable" as an agricultural regional brand development, analyzes the existing problems and reasons, and explores the solutions to promote the branding of Shouguang vegetable industry. It is of practical significance to enhance the healthy development of Shouguang vegetable brand and to realize the higher level rapid development of Shouguang vegetable in the new situation. The main contents of this paper are divided into two parts. The first part analyzes the formation and effect of Shouguang vegetable brand. Focusing on this problem, this paper makes an in-depth analysis of Shouguang vegetable industry brand and regional development, focusing on the development process, industrial development conditions, brand popularity, brand culture, and development experience of Shouguang vegetable brand. The main development measures were analyzed and studied, the effects of Shouguang vegetable as a regional brand were summarized, and the effects of Shouguang vegetable on the industrial structure, farmers' income, farmers' quality and the promotion of other industries were analyzed. The second part analyzes the obstacles to the development of Shouguang vegetable brand. The obstacles of brand development and industry development are inseparable, so this article analyzes the obstacles of industry development and brand development respectively. Through comprehensive analysis and research, the conclusion is drawn: 1, the development of "Shouguang vegetable" brand is a system engineering, on the basis of doing a good job in vegetables and related industries, the government and local governments and localities make great efforts to do a good job in the development of other industries. It has promoted the all-round development of vegetable industry and other industries, especially to develop the unique vegetable culture, which has played a key role in the development of this agricultural regional brand. 2, the protection and development of the brand, It can not only promote the development of vegetable industry and agriculture itself, but also promote the overall development of local economy. Shouguang vegetable, an agricultural regional brand, promotes the economic and social development of Shouguang City in an all-round way. Finally, on the basis of the conclusions, the paper puts forward some suggestions to promote the brand development of Shouguang vegetable industry: 1, strengthen the government support and promote, improve the brand promotion system construction. 2, vigorously implement the famous brand strategy. Promote brand upgrading. 3, constantly broaden sales channels and improve brand awareness. 4. Do a good job in building farmers' cooperative organizations and high-quality agricultural products bases to ensure the improvement of brand quality. 5 and build a beautiful ecological environment. Vigorously promote the development of extension industries. 6, increase publicity efforts, implementation of the "Shouguang vegetable" brand culture strategy.
【學(xué)位授予單位】：中國農(nóng)業(yè)科學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F326.13

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本文編號(hào)：2463446