【摘要】：農(nóng)產(chǎn)品品種不斷多樣、農(nóng)業(yè)科學(xué)技術(shù)逐步發(fā)展以及國內(nèi)外部分農(nóng)產(chǎn)品的市場競爭,讓我國農(nóng)產(chǎn)品日益面臨嚴(yán)峻的市場競爭壓力。更為重要的一點是,近年來,農(nóng)產(chǎn)品消費者消費觀念的轉(zhuǎn)變以及消費需求差異日益明顯,消費者需求逐漸向高品質(zhì)農(nóng)產(chǎn)品傾斜。在激烈的農(nóng)產(chǎn)品市場競爭下,一方面,農(nóng)產(chǎn)品種植者開始轉(zhuǎn)變種植觀念,不斷嘗試種植新品種或者學(xué)習(xí)新的種植技術(shù),希望通過農(nóng)產(chǎn)品品種的更新以及種植技術(shù)的提高,可以生產(chǎn)出適應(yīng)市場變化的農(nóng)產(chǎn)品,滿足消費者需求。另一方面,農(nóng)產(chǎn)品生產(chǎn)、加工企業(yè)則逐漸開始探索農(nóng)產(chǎn)品新的經(jīng)營方式,以期用獨特的手段獲得市場競爭優(yōu)勢。在這樣激烈的市場競爭狀況下,企業(yè)逐漸意識到品牌建設(shè)的重要性及必要性。農(nóng)產(chǎn)品品牌建設(shè)不僅可以體現(xiàn)農(nóng)業(yè)企業(yè)的良好形象及實力,也可以通過品牌充分展現(xiàn)農(nóng)產(chǎn)品的高品質(zhì)及良好信譽,得到消費者的信賴與忠誠。因此,農(nóng)產(chǎn)品逐漸由品種競爭演變?yōu)槠放婆c品質(zhì)的競爭,農(nóng)產(chǎn)品品牌建設(shè)也逐漸受到農(nóng)業(yè)企業(yè)廣泛關(guān)注,成為我國農(nóng)業(yè)企業(yè)獲得持續(xù)發(fā)展的重要途徑。方正縣作為黑龍江省的一個典型稻米種植縣域,面對日益激烈的稻米市場競爭以及農(nóng)產(chǎn)品品牌化經(jīng)濟(jì)時代,方正縣政府、米業(yè)協(xié)會以及稻米生產(chǎn)加工企業(yè)都在努力進(jìn)行稻米品牌建設(shè),但是成效甚微。在60多家稻米生產(chǎn)企業(yè)中,形成知名品牌的僅有10家左右,且知名度及美譽度較低,稻米銷售地域受到限制,銷售數(shù)量并不樂觀,稻米品牌效應(yīng)無法得到有效擴(kuò)大。面對這樣的狀況,方正縣稻米品牌建設(shè)十分重要。方正縣稻米品牌建設(shè)的成功不僅可以有效促進(jìn)方正縣農(nóng)業(yè)的發(fā)展、農(nóng)村的建設(shè)、農(nóng)戶收入增加,同時也可以為黑龍江省其他水稻生產(chǎn)地區(qū)的農(nóng)業(yè)企業(yè)帶去相關(guān)經(jīng)驗借鑒,具有十分重要的現(xiàn)實意義。本文主要運用規(guī)范分析法、實證分析法以及波特五力模型分析等,并從理論入手,著重介紹品牌概念、農(nóng)產(chǎn)品品牌概念以及農(nóng)產(chǎn)品品牌建設(shè)的概念等,依托營銷學(xué)及經(jīng)濟(jì)學(xué)相關(guān)理論展開分析。本文通過調(diào)查研究,從方正縣稻米品牌建設(shè)現(xiàn)狀入手,并基于波特五力模型對方正縣稻米品牌建設(shè)展開分析,通過有效分析方正縣稻米品牌建設(shè)過程中潛在競爭者進(jìn)入威脅、供應(yīng)商議價能力、用戶討價能力、替代品替代威脅、行業(yè)內(nèi)現(xiàn)有競爭者競爭威脅等因素,了解方正縣稻米品牌建設(shè)過程中存在的問題,并借鑒國內(nèi)成功的農(nóng)產(chǎn)品品牌建設(shè)經(jīng)驗,通過合理有效分析,提出相應(yīng)稻米品牌建設(shè)建議。希望通過本文的調(diào)查研究及分析,可以有效促進(jìn)方正縣稻米品牌建設(shè)及發(fā)展,打造具有地方特色的稻米品牌,提升方正縣稻米品牌知名度的同時,塑造良好的市場美譽度及信譽度,并為更多的農(nóng)產(chǎn)品生產(chǎn)企業(yè)帶去成功發(fā)展經(jīng)驗。
[Abstract]:With the variety of agricultural products, the gradual development of agricultural science and technology and the market competition of some agricultural products at home and abroad, China's agricultural products are increasingly facing severe market competition pressure. More importantly, in recent years, the change of consumer concept of agricultural products and consumer demand is increasingly obvious, consumer demand gradually tilted towards high-quality agricultural products. In the fierce market competition for agricultural products, on the one hand, the growers of agricultural products began to change their concept of planting, constantly trying to plant new varieties or learning new planting techniques, hoping that through the renewal of varieties of agricultural products and the improvement of planting techniques, Can produce the agricultural product that adapts to market change, satisfy consumer demand. On the other hand, agricultural products production and processing enterprises gradually began to explore the new management mode of agricultural products in order to obtain market competitive advantage by unique means. In such a fierce market competition, enterprises gradually realize the importance and necessity of brand building. The brand construction of agricultural products can not only reflect the good image and strength of agricultural enterprises, but also fully show the high quality and good reputation of agricultural products through the brand, and get the trust and loyalty of consumers. Therefore, the agricultural products gradually evolved from variety competition to brand and quality competition, and the construction of agricultural products brand gradually attracted wide attention of agricultural enterprises, which became an important way for agricultural enterprises to obtain sustainable development. Fangzheng County is a typical rice planting county in Heilongjiang Province. Facing the increasingly fierce competition in the rice market and the economic era of agricultural products branding, the Fangzheng County Government, Rice associations and rice producers are working hard to build rice brands, but with little success. Among more than 60 rice production enterprises, only about 10 have formed famous brands, and the popularity and reputation are low, the area of rice sales is restricted, the sales quantity is not optimistic, and the effect of rice brand can not be effectively expanded. Faced with such a situation, Fangzheng County rice brand building is very important. The success of rice brand construction in Fangzheng County can not only effectively promote the development of agriculture in Fangzheng County, but also increase the income of farmers in rural areas. At the same time, it can also bring relevant experience to agricultural enterprises in other rice production areas in Heilongjiang Province. It has very important practical significance. This paper mainly uses normative analysis, empirical analysis and Porter's five-force model analysis, and introduces the concept of brand, the concept of brand of agricultural products and the concept of brand construction of agricultural products, etc. Rely on marketing and economics related theories to carry out the analysis. Through investigation and research, this paper starts with the current situation of rice brand construction in Fangzheng County, and analyzes the rice brand construction in Fangzheng County based on Porter's five-force model, and analyzes the potential competitors' entry threat in the process of rice brand building in Fangzheng County. The factors such as supplier bargaining power, user bargaining ability, substitute substitution threat, competition threat of existing competitors in the industry, and so on, understand the problems existing in the process of rice brand building in Fangzheng County, and learn from the successful domestic agricultural product brand building experience. Through reasonable and effective analysis, the corresponding suggestions of rice brand construction are put forward. It is hoped that through the investigation and analysis of this paper, we can effectively promote the construction and development of rice brands in Fangzheng County, create rice brands with local characteristics, and promote the popularity of rice brands in Fangzheng County at the same time. Create good market reputation and reputation, and for more agricultural production enterprises to bring successful development experience.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F326.11;F323.5

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