本文選題：地理標(biāo)志農(nóng)產(chǎn)品　切入點：信陽毛尖　出處：《鄭州航空工業(yè)管理學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：19世紀(jì)80年代地理標(biāo)志概念在歐洲的興起,推動了農(nóng)業(yè)經(jīng)濟(jì)的創(chuàng)新發(fā)展,隨后各國紛紛依據(jù)本國國情,制定相應(yīng)的法律法規(guī)政策,整合優(yōu)勢資源,在農(nóng)產(chǎn)品地理標(biāo)志保護(hù)的基礎(chǔ)上,加強(qiáng)其品牌建設(shè)的力度,實現(xiàn)了農(nóng)業(yè)經(jīng)濟(jì)的高速發(fā)展,提高了農(nóng)民收入。信陽毛尖作為我國的十大名茶之一,自2003年在國家工商總局注冊登記并獲得地理標(biāo)志商標(biāo)以來,其在品牌化發(fā)展方面取得了巨大的成就:不僅帶動了信陽地區(qū)農(nóng)業(yè)經(jīng)濟(jì)的快速發(fā)展,實現(xiàn)了農(nóng)民收入水平的極大提高,而且還推動了整個地區(qū)的區(qū)域經(jīng)濟(jì)發(fā)展,農(nóng)業(yè)產(chǎn)業(yè)向著規(guī)�；�、現(xiàn)代化的方向發(fā)展。然而,隨著各個國家、地區(qū)之間貿(mào)易的愈加頻繁,農(nóng)產(chǎn)品市場的競爭日益激烈,信陽毛尖想要在日益復(fù)雜的環(huán)境中生存下來并獲得發(fā)展,加強(qiáng)品牌建設(shè)是它唯一的道路。本文首先就信陽毛尖在品牌建設(shè)方面的基本概況進(jìn)行分析,主要介紹了其品牌建設(shè)的現(xiàn)狀,存在的問題與制約因素;隨后通過文獻(xiàn)閱讀、專家訪談的形式,按照原產(chǎn)地因素、品牌建設(shè)主體因素、消費者因素和產(chǎn)品自身因素四個方面梳理出信陽毛尖品牌建設(shè)的影響因素;然后通過問卷調(diào)查的方式,分別對各影響因素和信陽毛尖品牌建設(shè)水平進(jìn)行評價打分,通過主成分分析法和多元回歸方法得出信陽毛尖品牌建設(shè)總體處于中等偏下水平,建設(shè)主體因素,原產(chǎn)地因素,產(chǎn)品因素,消費者因素對其影響顯著;最后根據(jù)實證分析的結(jié)果并結(jié)合前文中對于信陽毛尖品牌建設(shè)存在的問題和制約因素的介紹,嘗試性的將地理標(biāo)志與品牌建設(shè)結(jié)合起來,提出了夯實品牌基礎(chǔ),打造品牌競爭力和做好品牌維護(hù)三個對策性建議。
[Abstract]:In 1880s, the rise of the concept of geographical indication in Europe promoted the innovation and development of agricultural economy. Subsequently, according to their national conditions, various countries formulated corresponding laws, regulations and policies to integrate superior resources. On the basis of the protection of agricultural products' geographical indications, we should strengthen the strength of its brand building, realize the rapid development of the agricultural economy, and raise the income of the peasants. Xinyang Maojian Tea, as one of the top ten famous tea in China, Since 2003, when it was registered with the State Administration of Industry and Commerce and obtained the geographical indication trademark, it has made great achievements in brand development: it has not only driven the rapid development of agricultural economy in Xinyang area, The farmers' income level has been greatly improved, and the regional economic development of the whole region has been promoted, and the agricultural industry has developed towards the direction of scale and modernization. However, with each country, the trade between regions has become more and more frequent. The market for agricultural products is increasingly competitive. Xinyang Maojian Tea wants to survive and develop in an increasingly complex environment. Strengthening brand construction is its only way. Firstly, this paper analyzes Xinyang Maojian Tea's basic situation in brand construction, mainly introduces the current situation, existing problems and restrictive factors of his brand construction, and then through literature reading, The form of expert interview, according to the origin factor, brand construction main factor, consumer factor and the product itself factor four aspects combed out Xinyang Maojian Tea brand construction influence factor; then through the questionnaire survey way, The influence factors and Xinyang Maojian Tea brand construction level were evaluated and scored respectively. Through principal component analysis and multivariate regression method, it was concluded that the overall building of Xinyang Maojian Tea brand was at the middle and lower level, the main construction factor and the origin factor. Product factors, consumer factors have a significant impact on it. Finally, according to the results of empirical analysis and combined with the previous introduction of Xinyang Maojian Tea brand construction problems and constraints, try to combine geographical indications with brand construction. Three countermeasures are put forward to strengthen brand foundation, build brand competitiveness and do brand maintenance well.
【學(xué)位授予單位】：鄭州航空工業(yè)管理學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F326.12;F323.5

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