【摘要】：未來(lái)的農(nóng)產(chǎn)品競(jìng)爭(zhēng)不再只是農(nóng)產(chǎn)品本身的競(jìng)爭(zhēng),更重要的是農(nóng)產(chǎn)品品牌的競(jìng)爭(zhēng)。實(shí)施農(nóng)產(chǎn)品品牌戰(zhàn)略是提高農(nóng)產(chǎn)品附加值和市場(chǎng)競(jìng)爭(zhēng)力、開(kāi)拓國(guó)內(nèi)外農(nóng)產(chǎn)品市場(chǎng)、推動(dòng)現(xiàn)代農(nóng)業(yè)發(fā)展的必然選擇。目前,為了做大做強(qiáng)萬(wàn)州紅桔產(chǎn)業(yè),萬(wàn)州區(qū)通過(guò)諸多手段,如成立柑桔產(chǎn)業(yè)局和柑桔研究所,構(gòu)建“農(nóng)戶(hù)+專(zhuān)業(yè)合作社+公司”經(jīng)營(yíng)模式,嚴(yán)格按照國(guó)家有機(jī)食品要求推行規(guī)�；�、標(biāo)準(zhǔn)化種植,大力宣傳推介紅桔品牌等等,取得了一些的效益,萬(wàn)州紅桔的種植面積不斷增加,到萬(wàn)州購(gòu)銷(xiāo)紅桔的客商不斷增多,紅桔及其相關(guān)產(chǎn)品價(jià)格不斷攀升,當(dāng)?shù)剞r(nóng)民的收入連年增長(zhǎng)等�？墒�,在“萬(wàn)州紅桔”品牌建設(shè)過(guò)程中,政府、農(nóng)戶(hù)品牌意識(shí)薄弱成了最大阻礙,致使“萬(wàn)州紅桔”這塊金字招牌被弱化了,這無(wú)疑會(huì)造成萬(wàn)州紅桔市場(chǎng)競(jìng)爭(zhēng)力與品牌影響力的削弱。本文通過(guò)文獻(xiàn)研究法、實(shí)地調(diào)研法、典型案例分析、定性分析與定量分析相結(jié)合的方法,通過(guò)對(duì)“萬(wàn)州紅桔”品牌建設(shè)進(jìn)行分析,包括萬(wàn)州區(qū)紅桔品牌建設(shè)基本情況和品牌建設(shè)的實(shí)踐,對(duì)萬(wàn)州紅桔品牌建設(shè)中涉及的各個(gè)環(huán)節(jié)中存在的問(wèn)題進(jìn)行系統(tǒng)分析,以求對(duì)萬(wàn)州紅桔品牌建設(shè)的現(xiàn)狀有一個(gè)清晰的認(rèn)識(shí)和準(zhǔn)確的把握。從柑橘基地建設(shè)、科技投入、質(zhì)量保證、加工儲(chǔ)藏環(huán)節(jié)、營(yíng)銷(xiāo)環(huán)節(jié)、品牌推介、政府的綜合化服務(wù)等涉及品牌建設(shè)的各個(gè)環(huán)節(jié)提出具有針對(duì)性和可操作性的建議,為萬(wàn)州區(qū)農(nóng)產(chǎn)品品牌建設(shè)提供一個(gè)具體的案例,為促進(jìn)萬(wàn)州紅桔品牌市場(chǎng)競(jìng)爭(zhēng)力提高,為保證萬(wàn)州紅桔品牌建設(shè)健康發(fā)展,為重慶市乃至我國(guó)特色農(nóng)產(chǎn)品品牌建設(shè)提供一些參考。
[Abstract]:The future competition of agricultural products is not only the competition of agricultural products itself, but also the competition of agricultural products brands. The implementation of the brand strategy of agricultural products is an inevitable choice to improve the added value and market competitiveness of agricultural products, to open up domestic and foreign markets for agricultural products and to promote the development of modern agriculture. At present, in order to expand and strengthen the red orange industry in Wanzhou, Wanzhou District has set up a management model of "Farmers' specialized Cooperative Corporation" through many means, such as the establishment of the citrus industry bureau and the citrus research institute. Strictly in accordance with the requirements of national organic food, we have implemented large-scale production, standardized planting, vigorously promoted and promoted the red orange brand, and so on. Some benefits have been obtained. The planting area of Wanzhou red orange has been increasing, and the number of merchants who buy and sell red oranges to Wanzhou has been increasing. The price of orange and its related products is rising, and the income of local farmers is increasing year after year. However, in the process of building the brand of "Wanzhou Red Orange", the weak brand awareness of the government and farmers became the biggest obstacle, resulting in the weakening of the gold-lettered brand of "Wanzhou Red Orange". This will undoubtedly result in Wanzhou red orange market competitiveness and brand impact weakened. This article through the literature research method, the field investigation method, the typical case analysis, the qualitative analysis and the quantitative analysis unifies the method, through carries on the analysis to "Wanzhou red orange" brand construction, Including the basic situation of brand construction and the practice of brand construction in Wanzhou District, the problems in all links involved in the construction of Wanzhou Red Orange brand are systematically analyzed. In order to Wanzhou red orange brand construction has a clear understanding and accurate grasp. From the citrus base construction, scientific and technological input, quality assurance, processing and storage links, marketing links, brand promotion, comprehensive government services and other links related to brand building, put forward targeted and operational suggestions. To provide a concrete case for the brand construction of agricultural products in Wanzhou District, to promote the market competitiveness of Wanzhou Red Orange brand, and to ensure the healthy development of Wanzhou Red Orange brand construction. For Chongqing and even our country characteristics of agricultural brand construction to provide some reference.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F323.5

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 馮敘橋;趙靜;;搞好紅桔貯藏的三點(diǎn)技術(shù)關(guān)鍵[J];山區(qū)開(kāi)發(fā);1992年06期

2 文超;紅桔滯銷(xiāo),出路在哪里?[J];中國(guó)商辦工業(yè);1997年06期

3 沈兆敏;;久盛不衰的萬(wàn)州(縣)紅桔產(chǎn)業(yè)[J];中國(guó)果業(yè)信息;2012年07期

4 文超;;川東紅桔滯銷(xiāo)原因[J];柑桔科技與市場(chǎng)信息;1997年02期

5 董朝菊;西班牙抗議美國(guó)中止西班牙克里邁丁紅桔進(jìn)口[J];柑桔與亞熱帶果樹(shù)信息;2002年01期

6 ;重慶紅桔賣(mài)果難的原因及對(duì)策[J];柑桔科技與市場(chǎng)信息;1998年02期

7 張誠(chéng);;象山紅桔橙引種觀察與栽培[J];中國(guó)熱帶農(nóng)業(yè);2005年05期

8 米愛(ài)民;;文縣紅桔產(chǎn)業(yè)存在問(wèn)題及改進(jìn)建議[J];群文天地;2012年16期

9 ;漢中紅桔升溫　盧龍紅桔價(jià)跌[J];柑桔與亞熱帶果樹(shù)信息;2000年02期

10 顏孟堅(jiān);;調(diào)整品種結(jié)構(gòu) 接受市場(chǎng)“先生”教育[J];農(nóng)家科技;1998年01期

相關(guān)重要報(bào)紙文章 前7條

1 新華社記者 代群;紅桔樹(shù)等待裁決[N];新華每日電訊;2001年

2 本報(bào)記者 曹湘黔　實(shí)習(xí)記者 林琳;滿(mǎn)山紅桔映彩霞 遍地野菊分外香[N];自貢日?qǐng)?bào);2008年

3 代群;農(nóng)產(chǎn)品“優(yōu)勝劣汰”≠簡(jiǎn)單“加減法”[N];消費(fèi)日?qǐng)?bào);2001年

4 劉曉峰 程根 李家輝;江西：寬帶下鄉(xiāng)為農(nóng)村筑起致富路[N];經(jīng)濟(jì)日?qǐng)?bào);2007年

5 記者　 文洪英　通訊員　 程根 李家輝;鼠標(biāo)輕輕一點(diǎn) 訂單接踵而至[N];農(nóng)民日?qǐng)?bào);2007年

6 蔡文玉;讓“丙級(jí)果”成搶手貨[N];中華合作時(shí)報(bào);2008年

7 文洪英　程根 毛智軍 張銀敏;瀟瀟灑灑網(wǎng)上“熱”賣(mài)農(nóng)產(chǎn)品[N];農(nóng)民日?qǐng)?bào);2009年

相關(guān)碩士學(xué)位論文 前1條

1 陳穎;“萬(wàn)州紅桔”特色農(nóng)產(chǎn)品品牌建設(shè)研究[D];中南林業(yè)科技大學(xué);2017年

，

本文編號(hào)：2198897