【摘要】：改革開放以來,隨著市場經(jīng)濟的不斷發(fā)展,農(nóng)產(chǎn)品市場日益的開放。我國農(nóng)業(yè)面臨日益激烈的國際競爭,農(nóng)產(chǎn)品企業(yè)之間的競爭逐步轉(zhuǎn)變?yōu)檗r(nóng)產(chǎn)品質(zhì)量與品質(zhì)的競爭、品牌的競爭。加強農(nóng)產(chǎn)品企業(yè)的品牌建設(shè),以成為必然的趨勢。它將極大的提升農(nóng)產(chǎn)品企業(yè)的市場競爭力與產(chǎn)品的附加值,對于促進農(nóng)產(chǎn)品企業(yè)的發(fā)展提供了巨大的幫助。本文以品牌及農(nóng)產(chǎn)品品牌建設(shè)相關(guān)理論為基礎(chǔ),以唐人神企業(yè)為研究對象,在分析唐人神企業(yè)現(xiàn)狀及企業(yè)品牌建設(shè)過程中出現(xiàn)的問題的基礎(chǔ)上,借鑒“雙胞胎”集團以及“雙匯”集團品牌建設(shè)的經(jīng)驗,制定了有利于提升唐人神企業(yè)品牌建設(shè)的對策。文章主要內(nèi)容如下：首先,從唐人神結(jié)構(gòu)、發(fā)展史及品牌建設(shè)發(fā)展歷程等方面介紹了唐人神企業(yè)品牌建設(shè)的發(fā)展現(xiàn)狀,并指出的唐人神品牌建設(shè)的必要性。其次結(jié)合唐人神的現(xiàn)狀分析,提出唐人神在品牌建設(shè)過程中所存在的一些問題以及企業(yè)自身所具備的優(yōu)勢。在產(chǎn)品品質(zhì)上,產(chǎn)品品牌的監(jiān)督力度不足；在品牌宣傳上,產(chǎn)品的宣傳力度以及品牌的推廣方式等方面存在問題；在企業(yè)員工方面,存在部分員工素質(zhì)不足以及人才結(jié)構(gòu)分配不合理的問題；在品牌危機管理上,無論是危機管理意識還是管理能力都存在問題。企業(yè)所具備的優(yōu)勢包括：國家政策的優(yōu)勢、產(chǎn)業(yè)技術(shù)的優(yōu)勢、產(chǎn)業(yè)鏈的優(yōu)勢、價值服務(wù)的優(yōu)勢以及文化與人才的優(yōu)勢。再者,通過介紹“雙胞胎”集團以及“雙匯”集團品牌建設(shè)的現(xiàn)狀與經(jīng)驗,從中得出了關(guān)于唐人神品牌建設(shè)的啟示：在進行農(nóng)產(chǎn)品企業(yè)品牌建設(shè)這一系統(tǒng)的工程時,廣告宣傳、產(chǎn)品質(zhì)量安全與創(chuàng)新、物流體系以及人才的培育都是必不可少的。最后,結(jié)合經(jīng)驗與啟示以及企業(yè)自身的問題。從唐人神角度出發(fā)制定了,加大產(chǎn)品品質(zhì)的監(jiān)督力度、加強品牌宣傳力度、提升員工整體素質(zhì)、擴大品牌產(chǎn)品銷售地區(qū)、明晰品牌定位以及品牌危機管理策略等品牌建設(shè)策略。
[Abstract]:Since the reform and opening up, with the continuous development of the market economy, the market for agricultural products is increasingly open. China's agriculture is facing increasingly fierce international competition. The competition among the enterprises of agricultural products is gradually transformed into the competition of the quality and quality of agricultural products and the competition of brands. Strengthen the brand construction of agricultural products enterprises, in order to become an inevitable trend. It will greatly enhance the market competitiveness of agricultural products enterprises and the added value of products, and provide great help for the development of agricultural products enterprises. Based on the related theories of brand and agricultural product brand building, this paper takes the Tangrenshen enterprise as the research object, and analyzes the present situation of the Tang Renshen enterprise and the problems in the process of brand building. Based on the experience of "twin" group and "Shuanghui" group brand construction, the countermeasures of promoting the brand construction of Tang Renshen enterprise are formulated. The main contents of this paper are as follows: firstly, this paper introduces the current situation of the development of the brand construction in the Tang Dynasty from the aspects of the structure, the history of development and the development course of the brand construction, and points out the necessity of the brand construction of the god in the Tang Dynasty. Secondly, based on the analysis of the current situation of the gods in the Tang Dynasty, the author points out some problems existing in the process of brand building and the advantages of the enterprises themselves. In the aspect of product quality, the supervision of product brand is insufficient, and there are some problems in brand propaganda, product propaganda and brand promotion. In the aspect of enterprise staff, there are some problems in the quality of employees and unreasonable distribution of talent structure, and in brand crisis management, both the consciousness of crisis management and the ability of management exist problems. The advantages of enterprises include: the advantages of national policies, the advantages of industrial technology, the advantages of industrial chains, the advantages of value services, and the advantages of culture and talent. Furthermore, by introducing the current situation and experience of the "twin" group and the "Shuanghui" group brand construction, the author draws the enlightenment on the brand construction of Tang Renshen: when carrying on the project of the brand building of the agricultural products enterprise, advertising propaganda, Product quality, safety and innovation, logistics system and personnel training are essential. Finally, the combination of experience and inspiration as well as the problems of the enterprise itself. From the angle of Tang people and God, we have formulated some brand construction strategies, such as strengthening the supervision of product quality, strengthening brand propaganda, improving the overall quality of employees, expanding the sales area of brand products, clarifying brand positioning and brand crisis management strategy.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F324

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