本文選題：品牌 + 農(nóng)產(chǎn)品品牌��； 參考：《石家莊經(jīng)濟學院》2015年碩士論文

【摘要】：隨著中國市場經(jīng)濟的發(fā)展,越來越多的農(nóng)產(chǎn)品企業(yè)開始感受到市場競爭的壓力,走農(nóng)業(yè)產(chǎn)業(yè)化、實施品牌戰(zhàn)略已經(jīng)成為農(nóng)產(chǎn)品企業(yè)的選擇。品牌價值評價作為品牌戰(zhàn)略的一個重要環(huán)節(jié),對農(nóng)產(chǎn)品企業(yè)成功實施品牌戰(zhàn)略有著重大意義。河北省是一個農(nóng)業(yè)大省,因此對河北省農(nóng)產(chǎn)品品牌價值評價指標體系進行研究對河北省經(jīng)濟發(fā)展具有重大的現(xiàn)實意義。構(gòu)建河北省農(nóng)產(chǎn)品品牌價值評價指標體系可以為河北省農(nóng)產(chǎn)品企業(yè)的品牌建設(shè)提供參考,幫助企業(yè)了解品牌建設(shè)努力的成效,并為企業(yè)后續(xù)的品牌建設(shè)活動提供改進意見。本文在總結(jié)概括前人對農(nóng)產(chǎn)品品牌價值研究成果的基礎(chǔ)上,運用了對比分析的研究方法,將商品價值形成與農(nóng)產(chǎn)品品牌價值形成進行對比分析,最終得出“品牌價值來源于品牌所有者為培育品牌而投入的勞動,品牌價值的大小受到市場和社會認可的影響”這一重要結(jié)論。在這一結(jié)論的基礎(chǔ)上結(jié)合對河北省若干個農(nóng)產(chǎn)品品牌企業(yè)的訪談?wù){(diào)查,對河北省農(nóng)產(chǎn)品品牌價值來源因素和影響因素進行了詳細介紹和分析。在確定了河北省農(nóng)產(chǎn)品品牌價值來源和影響因素之后,本文選擇了經(jīng)濟價值、社會價值和生態(tài)價值三個品牌價值評價維度對河北省農(nóng)產(chǎn)品品牌價值評價指標體系進行了設(shè)計。為了給河北省農(nóng)產(chǎn)品企業(yè)提供一個便捷的、適用的品牌價值評價指標體系,對各級指標進行了篩選,最終構(gòu)建了一個由3個一級指標、10個二級指標、29個三級指標組成的河北省農(nóng)產(chǎn)品品牌價值評價指標體系。評價指標體系構(gòu)建以后,運用層次分析法對各級指標的權(quán)重進行了測算,并以河北富崗食品有限責任公司為例對河北省農(nóng)產(chǎn)品品牌價值評價指標體系進行了實證檢驗。最后提出了河北省農(nóng)產(chǎn)品品牌價值提升的相關(guān)建議對策。
[Abstract]:With the development of Chinese market economy, more and more agricultural products enterprises begin to feel the pressure of market competition. As an important link of brand strategy, brand value evaluation is of great significance to the successful implementation of brand strategy for agricultural product enterprises. Hebei Province is a big agricultural province, so it is of great practical significance to study the evaluation index system of agricultural product brand value in Hebei province. Setting up the evaluation index system of Hebei agricultural product brand value can provide reference for Hebei agricultural product enterprise brand construction, help enterprises understand the effectiveness of brand construction efforts, and provide suggestions for further brand building activities. On the basis of summing up the previous research results on the brand value of agricultural products, this paper makes a comparative analysis of the formation of commodity value and the formation of brand value of agricultural products by using the method of comparative analysis. Finally, it is concluded that the brand value comes from the labor invested by the brand owner to cultivate the brand, and the value of the brand is influenced by the market and social recognition. On the basis of this conclusion, this paper introduces and analyzes in detail the origin factors and influencing factors of agricultural product brand value in Hebei Province, based on the interview and investigation of several agricultural product brand enterprises in Hebei Province. After determining the origin and influencing factors of the brand value of agricultural products in Hebei Province, this paper designs the evaluation index system of the brand value of agricultural products in Hebei Province from the three dimensions of economic value, social value and ecological value. In order to provide a convenient and applicable brand value evaluation index system for agricultural product enterprises in Hebei Province, the indexes at all levels were screened. Finally, an evaluation index system of Hebei agricultural product brand value is constructed, which is composed of 3 primary indexes, 10 secondary indexes and 29 third-level indexes. After the evaluation index system was constructed, the weight of the indexes at all levels was calculated by AHP, and the evaluation index system of Hebei agricultural product brand value was tested with the example of Hebei Fugang Food Co., Ltd. as an example. Finally, the paper puts forward some suggestions on the promotion of brand value of agricultural products in Hebei Province.
【學位授予單位】：石家莊經(jīng)濟學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2;F324

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本文編號：1999170