【摘要】：農(nóng)產(chǎn)品品種不斷多樣、農(nóng)業(yè)科學(xué)技術(shù)逐步發(fā)展以及國(guó)內(nèi)外部分農(nóng)產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng),讓我國(guó)農(nóng)產(chǎn)品日益面臨嚴(yán)峻的市場(chǎng)競(jìng)爭(zhēng)壓力。更為重要的一點(diǎn)是,近年來(lái),農(nóng)產(chǎn)品消費(fèi)者消費(fèi)觀念的轉(zhuǎn)變以及消費(fèi)需求差異日益明顯,消費(fèi)者需求逐漸向高品質(zhì)農(nóng)產(chǎn)品傾斜。在激烈的農(nóng)產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)下,一方面,農(nóng)產(chǎn)品種植者開始轉(zhuǎn)變種植觀念,不斷嘗試種植新品種或者學(xué)習(xí)新的種植技術(shù),希望通過(guò)農(nóng)產(chǎn)品品種的更新以及種植技術(shù)的提高,可以生產(chǎn)出適應(yīng)市場(chǎng)變化的農(nóng)產(chǎn)品,滿足消費(fèi)者需求。另一方面,農(nóng)產(chǎn)品生產(chǎn)、加工企業(yè)則逐漸開始探索農(nóng)產(chǎn)品新的經(jīng)營(yíng)方式,以期用獨(dú)特的手段獲得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)。在這樣激烈的市場(chǎng)競(jìng)爭(zhēng)狀況下,企業(yè)逐漸意識(shí)到品牌建設(shè)的重要性及必要性。農(nóng)產(chǎn)品品牌建設(shè)不僅可以體現(xiàn)農(nóng)業(yè)企業(yè)的良好形象及實(shí)力,也可以通過(guò)品牌充分展現(xiàn)農(nóng)產(chǎn)品的高品質(zhì)及良好信譽(yù),得到消費(fèi)者的信賴與忠誠(chéng)。因此,農(nóng)產(chǎn)品逐漸由品種競(jìng)爭(zhēng)演變?yōu)槠放婆c品質(zhì)的競(jìng)爭(zhēng),農(nóng)產(chǎn)品品牌建設(shè)也逐漸受到農(nóng)業(yè)企業(yè)廣泛關(guān)注,成為我國(guó)農(nóng)業(yè)企業(yè)獲得持續(xù)發(fā)展的重要途徑。方正縣作為黑龍江省的一個(gè)典型稻米種植縣域,面對(duì)日益激烈的稻米市場(chǎng)競(jìng)爭(zhēng)以及農(nóng)產(chǎn)品品牌化經(jīng)濟(jì)時(shí)代,方正縣政府、米業(yè)協(xié)會(huì)以及稻米生產(chǎn)加工企業(yè)都在努力進(jìn)行稻米品牌建設(shè),但是成效甚微。在60多家稻米生產(chǎn)企業(yè)中,形成知名品牌的僅有10家左右,且知名度及美譽(yù)度較低,稻米銷售地域受到限制,銷售數(shù)量并不樂觀,稻米品牌效應(yīng)無(wú)法得到有效擴(kuò)大。面對(duì)這樣的狀況,方正縣稻米品牌建設(shè)十分重要。方正縣稻米品牌建設(shè)的成功不僅可以有效促進(jìn)方正縣農(nóng)業(yè)的發(fā)展、農(nóng)村的建設(shè)、農(nóng)戶收入增加,同時(shí)也可以為黑龍江省其他水稻生產(chǎn)地區(qū)的農(nóng)業(yè)企業(yè)帶去相關(guān)經(jīng)驗(yàn)借鑒,具有十分重要的現(xiàn)實(shí)意義。本文主要運(yùn)用規(guī)范分析法、實(shí)證分析法以及波特五力模型分析等,并從理論入手,著重介紹品牌概念、農(nóng)產(chǎn)品品牌概念以及農(nóng)產(chǎn)品品牌建設(shè)的概念等,依托營(yíng)銷學(xué)及經(jīng)濟(jì)學(xué)相關(guān)理論展開分析。本文通過(guò)調(diào)查研究,從方正縣稻米品牌建設(shè)現(xiàn)狀入手,并基于波特五力模型對(duì)方正縣稻米品牌建設(shè)展開分析,通過(guò)有效分析方正縣稻米品牌建設(shè)過(guò)程中潛在競(jìng)爭(zhēng)者進(jìn)入威脅、供應(yīng)商議價(jià)能力、用戶討價(jià)能力、替代品替代威脅、行業(yè)內(nèi)現(xiàn)有競(jìng)爭(zhēng)者競(jìng)爭(zhēng)威脅等因素,了解方正縣稻米品牌建設(shè)過(guò)程中存在的問(wèn)題,并借鑒國(guó)內(nèi)成功的農(nóng)產(chǎn)品品牌建設(shè)經(jīng)驗(yàn),通過(guò)合理有效分析,提出相應(yīng)稻米品牌建設(shè)建議。希望通過(guò)本文的調(diào)查研究及分析,可以有效促進(jìn)方正縣稻米品牌建設(shè)及發(fā)展,打造具有地方特色的稻米品牌,提升方正縣稻米品牌知名度的同時(shí),塑造良好的市場(chǎng)美譽(yù)度及信譽(yù)度,并為更多的農(nóng)產(chǎn)品生產(chǎn)企業(yè)帶去成功發(fā)展經(jīng)驗(yàn)。
[Abstract]:With the variety of agricultural products, the gradual development of agricultural science and technology and the market competition of some agricultural products at home and abroad, China's agricultural products are increasingly facing severe market competition pressure. More importantly, in recent years, the change of consumer concept of agricultural products and consumer demand is increasingly obvious, consumer demand gradually tilted towards high-quality agricultural products. In the fierce market competition for agricultural products, on the one hand, the growers of agricultural products began to change their concept of planting, constantly trying to plant new varieties or learning new planting techniques, hoping that through the renewal of varieties of agricultural products and the improvement of planting techniques, Can produce the agricultural product that adapts to market change, satisfy consumer demand. On the other hand, agricultural products production and processing enterprises gradually began to explore the new management mode of agricultural products in order to obtain market competitive advantage by unique means. In such a fierce market competition, enterprises gradually realize the importance and necessity of brand building. The brand construction of agricultural products can not only reflect the good image and strength of agricultural enterprises, but also fully show the high quality and good reputation of agricultural products through the brand, and get the trust and loyalty of consumers. Therefore, the agricultural products gradually evolved from variety competition to brand and quality competition, and the construction of agricultural products brand gradually attracted wide attention of agricultural enterprises, which became an important way for agricultural enterprises to obtain sustainable development. Fangzheng County is a typical rice planting county in Heilongjiang Province. Facing the increasingly fierce competition in the rice market and the economic era of agricultural products branding, the Fangzheng County Government, Rice associations and rice producers are working hard to build rice brands, but with little success. Among more than 60 rice production enterprises, only about 10 have formed famous brands, and the popularity and reputation are low, the area of rice sales is restricted, the sales quantity is not optimistic, and the effect of rice brand can not be effectively expanded. Faced with such a situation, Fangzheng County rice brand building is very important. The success of rice brand construction in Fangzheng County can not only effectively promote the development of agriculture in Fangzheng County, but also increase the income of farmers in rural areas. At the same time, it can also bring relevant experience to agricultural enterprises in other rice production areas in Heilongjiang Province. It has very important practical significance. This paper mainly uses normative analysis, empirical analysis and Porter's five-force model analysis, and introduces the concept of brand, the concept of brand of agricultural products and the concept of brand construction of agricultural products, etc. Rely on marketing and economics related theories to carry out the analysis. Through investigation and research, this paper starts with the current situation of rice brand construction in Fangzheng County, and analyzes the rice brand construction in Fangzheng County based on Porter's five-force model, and analyzes the potential competitors' entry threat in the process of rice brand building in Fangzheng County. The factors such as supplier bargaining power, user bargaining ability, substitute substitution threat, competition threat of existing competitors in the industry, and so on, understand the problems existing in the process of rice brand building in Fangzheng County, and learn from the successful domestic agricultural product brand building experience. Through reasonable and effective analysis, the corresponding suggestions of rice brand construction are put forward. It is hoped that through the investigation and analysis of this paper, we can effectively promote the construction and development of rice brands in Fangzheng County, create rice brands with local characteristics, and promote the popularity of rice brands in Fangzheng County at the same time. Create good market reputation and reputation, and for more agricultural production enterprises to bring successful development experience.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F326.11;F323.5

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 呂艷玲;王興元;;品牌競(jìng)爭(zhēng)力形成的動(dòng)態(tài)機(jī)理模型及其提升對(duì)策[J];經(jīng)濟(jì)問(wèn)題探索;2012年08期

2 曲叢新;;新疆林果產(chǎn)品區(qū)域品牌的內(nèi)涵、特征及經(jīng)營(yíng)對(duì)策[J];農(nóng)村經(jīng)濟(jì)與科技;2012年05期

3 孫瑜;;農(nóng)產(chǎn)品價(jià)值要素理論視角下的馬家溝芹菜品牌建設(shè)分析[J];安徽農(nóng)業(yè)科學(xué);2012年10期

4 姜國(guó)強(qiáng);;遼寧稻米產(chǎn)業(yè)國(guó)際競(jìng)爭(zhēng)力現(xiàn)狀及對(duì)策研究[J];遼寧經(jīng)濟(jì);2011年09期

5 王德章;王錦良;賈俊杰;;中國(guó)農(nóng)產(chǎn)品產(chǎn)加銷發(fā)展模式對(duì)農(nóng)戶增收的影響——以黑龍江省五常市稻米產(chǎn)業(yè)為例[J];理論探討;2011年04期

6 王亮;;特色農(nóng)產(chǎn)品營(yíng)銷的文獻(xiàn)綜述及啟示[J];哈爾濱商業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年03期

7 周敏;鹿永華;王少婷;柳冬;董麗;;青島農(nóng)產(chǎn)品品牌建設(shè)淺析[J];農(nóng)業(yè)經(jīng)濟(jì);2011年05期

8 趙愛鴻;;青島市發(fā)展品牌農(nóng)業(yè)的做法及成效[J];農(nóng)產(chǎn)品質(zhì)量與安全;2011年02期

9 周修亭;王明明;;農(nóng)產(chǎn)品品牌定位的基本程序[J];蔬菜;2010年08期

10 戴麗娜;;中國(guó)主要農(nóng)產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)力研究[J];廣西經(jīng)濟(jì)管理干部學(xué)院學(xué)報(bào);2010年02期

相關(guān)重要報(bào)紙文章 前1條

1 楊麗;;我國(guó)農(nóng)產(chǎn)品競(jìng)爭(zhēng)力的研究概述[N];農(nóng)民日?qǐng)?bào);2011年

相關(guān)博士學(xué)位論文 前2條

1 陳令軍;基于文化視角的農(nóng)產(chǎn)品品牌構(gòu)建研究[D];西北農(nóng)林科技大學(xué);2010年

2 周云峰;黑龍江省綠色食品區(qū)域品牌競(jìng)爭(zhēng)力提升研究[D];東北林業(yè)大學(xué);2010年

相關(guān)碩士學(xué)位論文 前7條

1 范瑩瑩;安徽省農(nóng)產(chǎn)品品牌建設(shè)問(wèn)題研究[D];安徽農(nóng)業(yè)大學(xué);2011年

2 徐小琪;農(nóng)產(chǎn)品品牌戰(zhàn)略中科技創(chuàng)新問(wèn)題研究[D];湖南農(nóng)業(yè)大學(xué);2011年

3 林偉平;茶葉品牌戰(zhàn)略研究[D];上海交通大學(xué);2010年

4 張同慧;我國(guó)大型零售企業(yè)自有品牌發(fā)展戰(zhàn)略研究[D];山東大學(xué);2009年

5 張雅凌;河南省農(nóng)產(chǎn)品區(qū)域品牌戰(zhàn)略研究[D];河南農(nóng)業(yè)大學(xué);2009年

6 陳祥堅(jiān);福州市主要農(nóng)產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)力現(xiàn)狀分析與對(duì)策研究[D];福建農(nóng)林大學(xué);2009年

7 曾靖;大米品牌競(jìng)爭(zhēng)力研究[D];華中農(nóng)業(yè)大學(xué);2006年

，

本文編號(hào)：2225977