本文選題：新疆庫爾勒香梨 + 區(qū)域品牌��； 參考：《華中師范大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)居民收入水平的不斷提高,農(nóng)產(chǎn)品市場(chǎng)的競(jìng)爭(zhēng)也越來越激烈,消費(fèi)者在選擇購(gòu)買時(shí),對(duì)于品牌農(nóng)產(chǎn)品更是青睞有加。農(nóng)產(chǎn)品品牌標(biāo)志著農(nóng)業(yè)發(fā)展實(shí)力與農(nóng)產(chǎn)品競(jìng)爭(zhēng)力水平。然而,當(dāng)前我國(guó)品牌農(nóng)產(chǎn)品的數(shù)量較少,已存在的品牌農(nóng)產(chǎn)品在市場(chǎng)上表現(xiàn)的又相對(duì)混亂,質(zhì)量參差不齊,以次充好等問題頻頻發(fā)生,使消費(fèi)者眼花繚亂,從而難以做出正確的判斷和選擇。在如此社會(huì)大環(huán)境下,一些原本用來管理農(nóng)產(chǎn)品市場(chǎng)的政策無法適應(yīng)競(jìng)爭(zhēng)越發(fā)激烈的農(nóng)產(chǎn)品市場(chǎng),也無法滿足消費(fèi)者越來越高的消費(fèi)要求。因此,尋求一條有效的途徑,使得品牌農(nóng)產(chǎn)品,突出重圍,重新在消費(fèi)者中確立認(rèn)可度和美譽(yù)度就顯得十分重要。農(nóng)產(chǎn)品品牌整合所要實(shí)現(xiàn)的從產(chǎn)品到品牌,從地方性品牌到國(guó)內(nèi)外名牌的提升與轉(zhuǎn)變也是區(qū)域品牌所亟待解決的顯示問題。本文以新疆庫爾勒香梨為例,從區(qū)域農(nóng)產(chǎn)品品牌整合的相關(guān)概念和理論出發(fā),提出研究的重點(diǎn),運(yùn)用實(shí)證分析法分析了該區(qū)域農(nóng)產(chǎn)品品牌的現(xiàn)實(shí)情況及可能存在的隱患。對(duì)于這些情況,指出了一系列應(yīng)對(duì)方案,并從企業(yè)發(fā)展、農(nóng)業(yè)產(chǎn)業(yè)化、標(biāo)準(zhǔn)化、市場(chǎng)經(jīng)濟(jì)、品牌效益以及農(nóng)民收入和地方經(jīng)濟(jì)這五個(gè)層面分別對(duì)庫爾勒香梨品牌整合的必要性進(jìn)行論證,從客觀條件、經(jīng)濟(jì)利益等對(duì)庫爾勒香梨品牌整合的可行性進(jìn)一步分析后提出了實(shí)施品牌整合的措施以及保障策略。本文的研究結(jié)論是：從品牌競(jìng)爭(zhēng)力、農(nóng)業(yè)產(chǎn)業(yè)化、經(jīng)濟(jì)效益等幾方面考慮,提出農(nóng)產(chǎn)品品牌整合策略,再以新疆庫爾勒香梨為例,對(duì)農(nóng)產(chǎn)品品牌整合深度剖析,由政府機(jī)構(gòu)、相關(guān)農(nóng)業(yè)協(xié)會(huì)以及龍頭企業(yè)三方面共同舉措,從保證品牌持續(xù)穩(wěn)定發(fā)展的長(zhǎng)遠(yuǎn)利益出發(fā),不斷改進(jìn)發(fā)展政策,清楚品牌聯(lián)合在整體發(fā)展中的重要地位,這樣一來各個(gè)品牌就可以組合成穩(wěn)健發(fā)展共同致富的戰(zhàn)略聯(lián)盟,從而從多方面保障品牌整合的順利實(shí)施。
[Abstract]:With the continuous improvement of the income level of Chinese residents, the competition in the agricultural product market is becoming more and more fierce. When consumers choose to buy, they are more favored for the brand agricultural products. Agricultural products brand marks the strength of agricultural development and the level of competitiveness of agricultural products. However, at present, the number of brand agricultural products in our country is relatively small, the existing brand agricultural products are relatively chaotic in the market, the quality is uneven, and the problems of substandard agricultural products occur frequently, which dazzles consumers. It is difficult to make correct judgment and choice. In such a social environment, some of the policies used to manage the agricultural product market can not adapt to the increasingly competitive agricultural product market, and can not meet the increasing consumer demand. Therefore, it is very important to seek an effective way to make the brand agricultural products, break through the encirclement and re-establish the recognition and reputation among the consumers. The promotion and transformation of agricultural product brand integration from product to brand, from local brand to domestic and foreign brand are also the problems to be solved urgently. This paper takes Korla fragrant pear in Xinjiang as an example, based on the related concepts and theories of regional agricultural product brand integration, puts forward the key points of the research, and analyzes the actual situation and possible hidden danger of the regional agricultural product brand by using the empirical analysis method. With regard to these situations, a series of countermeasures have been pointed out, including enterprise development, agricultural industrialization, standardization, market economy, Brand benefit, farmers' income and local economy respectively demonstrate the necessity of brand integration of Korla fragrant pear from the objective conditions. After further analysis of the feasibility of brand integration of Korla fragrant pear, some measures and security strategies are put forward. The conclusion of this paper is as follows: considering brand competitiveness, agricultural industrialization, economic benefit and so on, this paper puts forward the integration strategy of agricultural product brand, then takes Korla fragrant pear in Xinjiang as an example, analyzes the depth of integration of agricultural product brand, and analyzes the depth of integration of agricultural product brand by government agencies. The relevant agricultural associations and leading enterprises have taken joint initiatives in three aspects, starting from the long-term interests of ensuring the sustained and stable development of the brand, continuously improving the development policy, and making clear the important position of the brand alliance in the overall development. In this way, each brand can be combined into a strategic alliance for steady development and common prosperity, thus ensuring the smooth implementation of brand integration in many ways.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F326.13;F323.5

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本文編號(hào)：1905464