本文選題：瀘州市 + 煙葉產(chǎn)業(yè)��； 參考：《四川農(nóng)業(yè)大學(xué)》2016年碩士論文

【摘要】：在我國,煙葉是一種特殊的經(jīng)濟作物和戰(zhàn)略資源。作為四川省主要煙葉產(chǎn)區(qū),瀘州擁有優(yōu)質(zhì)烤煙生產(chǎn)“最適宜”區(qū)劃條件和得天獨厚的原生態(tài)自然環(huán)境,并在多年發(fā)展歷史中積累了豐富的植煙經(jīng)驗,其煙葉產(chǎn)品在歷史上曾享譽國內(nèi)外。然而,在近年的產(chǎn)業(yè)發(fā)展過程中,瀘州煙葉品質(zhì)不穩(wěn)定、煙葉香氣風(fēng)格不突出、煙葉購銷過程缺乏品牌、煙葉產(chǎn)品知名度弱化的弊端日漸顯現(xiàn)�；诖�,以產(chǎn)業(yè)和農(nóng)產(chǎn)品商品化視角對瀘州特色優(yōu)質(zhì)煙葉產(chǎn)業(yè)發(fā)展現(xiàn)狀進行深入解析和評價,并科學(xué)構(gòu)建煙葉品牌發(fā)展戰(zhàn)略,對促進瀘州煙葉產(chǎn)業(yè)競爭力的提升與可持續(xù)發(fā)展有重要的理論價值與現(xiàn)實意義。本文基于歷年瀘州煙葉產(chǎn)業(yè)生產(chǎn)數(shù)據(jù)資料,結(jié)合對專家及煙葉工業(yè)企業(yè)消費群體實地調(diào)查訪談結(jié)果,建立AHP-SWOT模型對瀘州特色優(yōu)質(zhì)煙葉生產(chǎn)現(xiàn)狀進行評價。基于產(chǎn)業(yè)集群專家調(diào)查問卷對瀘州特色優(yōu)質(zhì)煙葉產(chǎn)業(yè)進行基于GEM模型的產(chǎn)業(yè)集群競爭力量化分析,基于國內(nèi)煙葉品牌建設(shè)現(xiàn)階段成果以及商品命名規(guī)律對瀘州煙區(qū)的人文特征進行凝練并對煙葉品牌命名規(guī)律進行總結(jié)。全面分析并構(gòu)建瀘州煙葉產(chǎn)業(yè)發(fā)展現(xiàn)狀評價、產(chǎn)業(yè)集群競爭力、煙葉品牌化戰(zhàn)略、產(chǎn)業(yè)可持續(xù)發(fā)展路徑。通過一系列實證和解析,本研究得到以下主要結(jié)論：第一,目前瀘州優(yōu)質(zhì)特色煙葉發(fā)展現(xiàn)狀總體較為良好,但存在不可忽視的劣勢和威脅,在今后應(yīng)該更加積極突出優(yōu)勢,穩(wěn)固產(chǎn)業(yè)發(fā)展局面。第二,特色優(yōu)質(zhì)煙葉產(chǎn)業(yè)集群競爭力現(xiàn)狀高于全國平均水平,但與國內(nèi)獨特競爭力水平還存在較大差距,在市場要素競爭力表現(xiàn)較差,成為制約集群產(chǎn)業(yè)發(fā)展的短板因素。第三,現(xiàn)階段國內(nèi)煙葉品牌建設(shè)的理論與實踐研究尚處于起步階段,缺乏完整科學(xué)的品牌構(gòu)建體系,致使打造煙葉品牌化發(fā)展戰(zhàn)略存在較大難度。第四,瀘州煙區(qū)的煙葉品質(zhì)特色、煙區(qū)人文特色較為豐富、但提煉和凝練力度尚還缺乏,亟需挖掘并彰顯使之成為品牌建設(shè)過程的重要資源。同時基于研究結(jié)論,本文還針對目前瀘州特色優(yōu)質(zhì)煙葉產(chǎn)業(yè)發(fā)展的薄弱環(huán)節(jié)提出了以下對策：合理利用資源優(yōu)勢,發(fā)展現(xiàn)代煙葉產(chǎn)業(yè)；精準(zhǔn)定位煙葉品質(zhì)特色,突出煙葉可用性風(fēng)格；培育產(chǎn)業(yè)集群思維,提升煙葉產(chǎn)業(yè)競爭力；加快煙葉品牌化戰(zhàn)略打造,穩(wěn)固并提升煙葉市場地位；轉(zhuǎn)變營銷觀念,主動適應(yīng)市場需求。
[Abstract]:Tobacco is a special cash crop and strategic resource in China. As the main tobacco production area in Sichuan Province, Luzhou has the "most suitable" regionalization conditions for the production of high quality flue-cured tobacco and its unique ecological environment, and has accumulated rich experience in tobacco planting in the history of many years of development. Its tobacco products have enjoyed a reputation at home and abroad in history. However, in the process of industrial development in recent years, the quality of Luzhou tobacco leaves is unstable, the aroma style of tobacco leaves is not prominent, the lack of brand in the process of tobacco purchase and marketing, and the weakness of the popularity of tobacco products appear day by day. Based on this, the present situation of Luzhou characteristic and high quality tobacco industry is deeply analyzed and evaluated from the perspective of industry and agricultural products commercialization, and the development strategy of tobacco brand is constructed scientifically. It has important theoretical value and practical significance to promote the competitiveness and sustainable development of Luzhou tobacco industry. Based on the production data of Luzhou tobacco industry over the years and the results of field investigation on experts and consumer groups of tobacco industry enterprises, an AHP-SWOT model was established to evaluate the present situation of Luzhou characteristic and high-quality tobacco production. Based on the expert questionnaire of industrial cluster, this paper analyzes the competitiveness of Luzhou characteristic and high quality tobacco industry based on gem model. Based on the current achievements of tobacco brand construction in China and the law of commodity naming, the humanistic characteristics of Luzhou tobacco district were condensed and the naming law of tobacco brand was summarized. Comprehensive analysis and construction of Luzhou tobacco industry development status evaluation, industrial cluster competitiveness, tobacco brand strategy, industry sustainable development path. Through a series of demonstration and analysis, the main conclusions of this study are as follows: first, the present development situation of Luzhou tobacco leaves with high quality characteristics is generally good, but there are disadvantages and threats that can not be ignored, so it should be more active and prominent in the future. To stabilize the situation of industrial development. Second, the competitive power of the characteristic and high quality tobacco industry cluster is higher than the national average level, but there is still a big gap with the domestic unique competitiveness level, and the competitiveness of market elements is poor, which has become a short board factor restricting the development of cluster industry. Thirdly, the theoretical and practical research on tobacco brand construction in China is still in its infancy at present, and the lack of a complete and scientific brand building system makes it difficult to build tobacco brand development strategy. Fourthly, the tobacco quality and humanistic characteristics of Luzhou tobacco district are rich, but the refining and condensing are still lacking, so it needs to be excavated and highlighted to be an important resource in the process of brand building. At the same time, based on the conclusion of the research, this paper also put forward the following countermeasures: reasonable use of resource advantages, development of modern tobacco industry, accurate positioning of tobacco quality characteristics, Highlight the usability style of tobacco; cultivate the thinking of industrial cluster to enhance the competitiveness of tobacco industry; speed up tobacco brand strategy to build stable and enhance the status of tobacco market; change the marketing concept and actively adapt to market demand.
【學(xué)位授予單位】：四川農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F326.12;F323.5

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