【摘要】： 山東省是我國重要的農(nóng)業(yè)大省,農(nóng)業(yè)資源豐富,是國家重點(diǎn)建設(shè)的農(nóng)業(yè)示范省,山東農(nóng)業(yè)在全國具有舉足輕重的地位。隨著農(nóng)村經(jīng)濟(jì)體制改革的深入和WTO規(guī)則的逐步實(shí)施、農(nóng)產(chǎn)品買方市場逐步形成以及農(nóng)產(chǎn)品流通渠道的深刻變革,農(nóng)產(chǎn)品品牌問題越來越引起人們的廣泛關(guān)注。能否快速打造出安全可靠的農(nóng)產(chǎn)品品牌,這已成為提高山東省農(nóng)產(chǎn)品綜合競爭力的關(guān)鍵,也必將成為農(nóng)產(chǎn)品擴(kuò)大出口、參與國際競爭的重要手段。本論文以品牌理論、營銷理論、企業(yè)管理理論、制度經(jīng)濟(jì)學(xué)理論作為理論依據(jù),對農(nóng)產(chǎn)品品牌建設(shè)進(jìn)行了詳細(xì)的闡述,通過資料檢索與實(shí)際調(diào)研,運(yùn)用實(shí)證分析和規(guī)范分析相結(jié)合、靜態(tài)和動(dòng)態(tài)分析相結(jié)合的分析方法,對農(nóng)產(chǎn)品品牌建設(shè)問題展開了分析,并提出了相關(guān)對策建議。主要研究內(nèi)容包括: 1.論文首先對品牌理論進(jìn)行了闡述,包括品牌的概念、內(nèi)涵以及意義;其次運(yùn)用品牌理論對品牌建設(shè)的各個(gè)環(huán)節(jié)進(jìn)行了疏理與分析,為后面農(nóng)產(chǎn)品品牌建設(shè)提供了理論依據(jù):最后闡述了品牌建設(shè)的含義及其內(nèi)容。 2.探討了農(nóng)產(chǎn)品品牌建設(shè)的內(nèi)涵,重點(diǎn)分析了農(nóng)產(chǎn)品品牌建設(shè)的經(jīng)濟(jì)價(jià)值,揭示了農(nóng)產(chǎn)品品牌建設(shè)在提高農(nóng)產(chǎn)品競爭力、解決農(nóng)產(chǎn)品賣難問題中的作用。 3.對山東省農(nóng)產(chǎn)品品牌的發(fā)展現(xiàn)狀進(jìn)行了系統(tǒng)地分析。概況歸納了山東省農(nóng)產(chǎn)品品牌發(fā)展過程中所獲得的成就,重點(diǎn)討論了山東省農(nóng)產(chǎn)品品牌建設(shè)中存在的問題,如品牌意識淡薄、名牌產(chǎn)品少,企業(yè)生產(chǎn)規(guī)模小、影響品牌建設(shè)與農(nóng)產(chǎn)品競爭力,農(nóng)產(chǎn)品品牌宣傳不到位,農(nóng)產(chǎn)品品牌開發(fā)缺乏高技術(shù)支持,導(dǎo)致農(nóng)產(chǎn)品品牌技術(shù)含量低、產(chǎn)品附加值低和市場競爭力弱等。 4.針對農(nóng)產(chǎn)品品牌建設(shè)中存在的問題,提出了相應(yīng)的對策建議。分別從增強(qiáng)農(nóng)產(chǎn)品生產(chǎn)者的品牌建設(shè)意識、保證農(nóng)產(chǎn)品質(zhì)量、促進(jìn)農(nóng)產(chǎn)品品牌建設(shè)健康發(fā)展、增加農(nóng)產(chǎn)品品牌的科技含量、提高農(nóng)產(chǎn)品品牌的知名度、加大政府對農(nóng)產(chǎn)品品牌建設(shè)支持力度等方面詳細(xì)論述。
[Abstract]:Shandong Province is an important agricultural province of our country, rich in agricultural resources, is a key agricultural demonstration province, Shandong agriculture plays an important role in the country. With the deepening of the reform of the rural economic system and the gradual implementation of the WTO rules, the buyer's market of agricultural products and the profound reform of the circulation channels of agricultural products, the issue of the brand of agricultural products has attracted more and more people's attention. Whether we can quickly build a safe and reliable brand of agricultural products has become the key to improve the comprehensive competitiveness of agricultural products in Shandong Province, and will also become an important means to expand the export of agricultural products and participate in international competition. Based on the brand theory, marketing theory, enterprise management theory and institutional economics theory, this paper expounds the brand construction of agricultural products in detail, through data retrieval and practical investigation. With the combination of empirical analysis and normative analysis and static and dynamic analysis, this paper analyzes the problem of brand construction of agricultural products, and puts forward some countermeasures and suggestions. The main research contents include: 1. Firstly, the paper expounds the brand theory, including the concept, connotation and significance of the brand; Secondly, the brand theory is used to rationalize and analyze the various aspects of brand construction, which provides the theoretical basis for the brand construction of agricultural products. Finally, the meaning and content of brand construction are expounded. 2. This paper probes into the connotation of the brand construction of agricultural products, emphatically analyzes the economic value of the brand construction of agricultural products, and reveals the role of the brand construction of agricultural products in improving the competitiveness of agricultural products and solving the problem of difficult selling of agricultural products. 3. The present situation of agricultural products brand development in Shandong province is analyzed systematically. This paper summarizes the achievements made in the development of agricultural products brand in Shandong province, and mainly discusses the problems existing in the brand construction of agricultural products in Shandong province, such as weak brand consciousness, less famous brand products and small production scale of enterprises. The influence of brand building and competitiveness of agricultural products, the lack of brand publicity of agricultural products, the lack of high-tech support for the development of agricultural products brand, resulting in low technical content of agricultural products brands, low added value of products and weak market competitiveness. 4. In view of the problems existing in the brand construction of agricultural products, the corresponding countermeasures and suggestions are put forward. In order to enhance the brand building consciousness of agricultural products producers, guarantee the quality of agricultural products, promote the healthy development of agricultural products brand construction, increase the scientific and technological content of agricultural products brands, and improve the popularity of agricultural products brands, Strengthen the government to the agricultural product brand construction support dynamics and so on detailed elaboration.
【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F327

【引證文獻(xiàn)】

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本文編號：2449246