本文選題：山區(qū)特色產業(yè)　切入點：區(qū)域品牌　出處：《北京交通大學》2008年碩士論文

【摘要】： 經濟全球化背景下,區(qū)域競爭已成為國際競爭的重要形式,品牌是市場競爭的核心,這對農產品行業(yè)也不例外。2006年12月,河北省人民政府以地理標志產品保護的形式創(chuàng)建了“京東板栗”區(qū)域品牌。然而,由于品牌意識淡薄、品牌經營主體模糊以及農產品區(qū)域品牌的特殊性等原因,“京東板栗”區(qū)域品牌一直停留在品牌發(fā)展的初級階段。因此,依據河北燕山板栗產業(yè)優(yōu)勢,針對“京東板栗”區(qū)域品牌發(fā)展現(xiàn)狀和存在的問題,如何全面提升“京東板栗”區(qū)域品牌競爭力,充分發(fā)揮品牌效應和整體效益是河北板栗產業(yè)在品牌化經營道路上必須要解決的問題。 本文以區(qū)域品牌、產業(yè)帶、產業(yè)集群、農產品品牌、農產品營銷等理論為指導,從河北燕山板栗產業(yè)帶和產業(yè)集群的角度出發(fā),以“京東板栗”區(qū)域品牌為研究對象,為該區(qū)域品牌制定了一整套品牌發(fā)展策略。本文首先提出了河北燕山板栗產業(yè)帶和產業(yè)集群的概念,分析了該產業(yè)帶和產業(yè)集群的形成因素及面臨的問題。第二,在河北燕山板栗產業(yè)集群的基礎上,對“京東板栗”區(qū)域品牌進行了全面的界定,分析了“京東板栗”區(qū)域品牌的經營現(xiàn)狀,提出了對其實施品牌建設的必要性。第三,針對“京東板栗”區(qū)域品牌存在的問題,為其制定了品牌戰(zhàn)略規(guī)劃和品牌導入策略,在此基礎上,提出了較詳細的該區(qū)域品牌發(fā)展的實施策略。
[Abstract]:Under the background of economic globalization, regional competition has become an important form of international competition, and brand is the core of market competition, which is no exception for agricultural products industry.Hebei Province people's Government in the form of geographical indications product protection to create "JingDong chestnut" regional brand.However, due to the weak brand consciousness, the fuzzy main body of brand management and the particularity of regional brand of agricultural products, the regional brand of "JingDong Chestnut" has been staying in the primary stage of brand development.Therefore, according to Hebei Yanshan chestnut industry superiority, in view of "JingDong Chinese chestnut" regional brand development present situation and the existence question, how to promote the "JingDong Chinese chestnut" regional brand competition in an all-round way,Giving full play to the brand effect and the whole benefit is the problem that must be solved in the brand management road of Hebei chestnut industry.Guided by the theories of regional brand, industrial belt, industrial cluster, agricultural product brand and agricultural product marketing, this paper starts from the angle of Hebei Yanshan chestnut industry belt and industrial cluster, and takes "JingDong chestnut" regional brand as the research object.A whole set of brand development strategies has been developed for the regional brand.In this paper, the concept of industrial belt and industrial cluster of Chinese chestnut in Yanshan, Hebei Province was put forward, and the forming factors and problems of the industrial belt and industrial cluster were analyzed.Secondly, on the basis of Hebei Yanshan chestnut industry cluster, this paper defines the regional brand of "JingDong chestnut", analyzes the management status of the regional brand of "JingDong chestnut", and puts forward the necessity of carrying out the brand construction.Thirdly, aiming at the problems existing in the regional brand of "JingDong Chestnut", the brand strategic planning and brand introduction strategy are formulated, and on this basis, the implementation strategy of the regional brand development is put forward in detail.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F327

【引證文獻】

相關期刊論文 前1條

1 鄢豐霞;陳俊紅;;國內外板栗產業(yè)研究進展[J];河北果樹;2012年06期

相關碩士學位論文 前3條

1 蘇永民;燕山板栗產業(yè)化發(fā)展研究[D];中央民族大學;2010年

2 唐益人;“袁隆平”品牌帶動隆平新區(qū)發(fā)展研究[D];西北農林科技大學;2012年

3 曹川川;臨安山核桃區(qū)域品牌提升策略研究[D];浙江農林大學;2012年

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本文編號：1701689