本文選題：農(nóng)產(chǎn)品區(qū)域公用品牌　切入點(diǎn)：品牌建設(shè)主體　出處：《河北經(jīng)貿(mào)大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著商品品牌化的盛行，品牌在農(nóng)產(chǎn)品領(lǐng)域的影響力也越來(lái)越大，而農(nóng)產(chǎn)品區(qū)域公用品牌作為農(nóng)產(chǎn)品品牌的一個(gè)重要分支,對(duì)區(qū)域經(jīng)濟(jì)的發(fā)展有著很大的帶動(dòng)效果,同時(shí)也是農(nóng)民增收的重要手段。如何提高農(nóng)產(chǎn)品區(qū)域公用品牌的建設(shè)水平，從而增強(qiáng)農(nóng)產(chǎn)品區(qū)域公用品牌的競(jìng)爭(zhēng)力，促進(jìn)其快速良性發(fā)展，不僅是農(nóng)戶(hù)及農(nóng)業(yè)企業(yè)的需求，也是區(qū)域經(jīng)濟(jì)發(fā)展的需要。 本文首先借鑒了國(guó)內(nèi)外關(guān)于區(qū)域品牌理論研究的相關(guān)文獻(xiàn),在此基礎(chǔ)上界定了農(nóng)產(chǎn)品區(qū)域公用品牌的概念,分析了其品牌內(nèi)涵和特性，其次，文章分析了農(nóng)產(chǎn)品區(qū)域公用品牌的建設(shè)現(xiàn)狀并指出了存在的幾點(diǎn)問(wèn)題，在借鑒前人研究成果的基礎(chǔ)上，，結(jié)合實(shí)際，提出了衡量農(nóng)產(chǎn)品區(qū)域公用品牌建設(shè)水平的鉆石模型，基于鉆石模型對(duì)遷西板栗和Welch’s的品牌建設(shè)進(jìn)行了案例分析，比較了國(guó)內(nèi)外農(nóng)產(chǎn)品區(qū)域公用品牌建設(shè)主體和措施的異同，總結(jié)出了成功的品牌建設(shè)經(jīng)驗(yàn)。最后在案例分析的基礎(chǔ)上，結(jié)合前文的研究啟示，提出了提高農(nóng)產(chǎn)品區(qū)域公用品牌建設(shè)水平的幾點(diǎn)對(duì)策建議。
[Abstract]:With the prevalence of commodity branding, brand has more and more influence in the field of agricultural products. As an important branch of agricultural product brand, regional public brand of agricultural products has a great driving effect on the development of regional economy. At the same time, it is also an important means for farmers to increase their income. How to improve the construction level of regional public brands of agricultural products, so as to enhance the competitiveness of regional public brands of agricultural products and promote their rapid and benign development, is not only the demand of farmers and agricultural enterprises, It is also the need of regional economic development. This paper first draws lessons from domestic and foreign literature on regional brand theory, defines the concept of regional common brand of agricultural products, analyzes its brand connotation and characteristics, and secondly, This paper analyzes the present situation of the construction of regional public brand of agricultural products and points out some problems. Based on the previous research results and combining with the practice, the paper puts forward a diamond model to measure the level of regional public brand construction of agricultural products. Based on the diamond model, the paper analyzes the brand construction of Qianxi chestnut and Welch's, and compares the similarities and differences between domestic and foreign agricultural products regional common brand construction subjects and measures. Finally, on the basis of the case analysis, combined with the previous research enlightenment, the author puts forward some countermeasures and suggestions to improve the level of regional public brand construction of agricultural products.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F323.7

【引證文獻(xiàn)】

中國(guó)碩士學(xué)位論文全文數(shù)據(jù)庫(kù) 前1條

1 李東遠(yuǎn);喀什地區(qū)扁桃產(chǎn)業(yè)發(fā)展的制約因素與對(duì)策研究[D];新疆農(nóng)業(yè)大學(xué);2015年

本文編號(hào)：1574000