【作者】 刘强；

【导师】 周霞；

【作者基本信息】 山东农业大学 ， 农业推广， 2011， 硕士

【摘要】 农业是国民经济的命脉,“三农问题”成为当前新农村建设的重中之重,品牌建设和优化是提升产业竞争能力、增加农民收入的主要途径。苹果产业作为山东省果业的核心和支柱,通过品牌的创建和优化来提高山东苹果的竞争力已经成为山东省苹果产业发展的重要任务。本论文就是从这个角度出发,以苹果品牌理论为指导,通过系统分析和比较的方法深入剖析山东苹果品牌的发展现状,总结了现阶段品牌发展存在的主要问题和制约因素。从山东苹果产业的区位特点出发,结合山东省苹果产业生产经营的特点和烟台市苹果市场的调研结果以及品牌建设的经验教训,通过成因分析,明确在品牌建设过程中政府、企业和农户的关系。本文从政府在品牌建设中的作用出发,认为政府应利用现有资源,更新观念、解放思想,充分发挥规划、扶持、管理和服务四方面的作用,因地制宜地充分借鉴其他品牌发展的建设的成功经验,通过现有品牌的优化和整合来实现品牌的优化,以此来带动产业经营扩大和经济效益的提高,并提出了山东省苹果品牌创建和优化的具体步骤。通过对烟台苹果市场的实地调研,系统分析影响品牌发展的相关因素,从理论分析和实证研究的角度给予品牌创建与优化提出对策建议。更多还原

【Abstract】 Agriculture is the lifeblood of the national economy, the "three rural issues" become the top priority of the new rural construction, brand building and optimization and improve industrial competitiveness, the main way to increase the income of farmers. Apple industry as the core of the fruit industry in Shandong Province and pillar, through brand creation and optimization to improve the competitiveness of Shandong Apple apple industry in Shandong Province has become the important task of development. This paper is from this perspective, the Apple brand theory, through systematic analysis and comparison of methods in-depth analysis of current development in Shandong Apple brand, summed up the brand development at this stage the main problems and constraints. From Shandong apple industry location characteristics, combined with Shandong Province apple industry production and management features and Yantai Apple market research results and brand building experience and lessons, through genetic analysis, specifically in the brand building process, the Government, enterprises and farmers relations . This paper from the government’s role in brand building off that the Government should make use of existing resources, new ideas, emancipate our minds, give full play to the planning, support. Management and the role of services in four areas, according to local conditions to fully draw on the construction of other successful brand development experience, through the optimization and integration of existing brands to achieve brand optimization, in order to promote industrial expansion and improvement of economic management, and proposed Apple brand in Shandong Province to create and optimize the concrete steps. Yantai apple market through field research, systems analysis of factors related to brand development, theoretical analysis and empirical research from the perspective of brand building and optimization made to give suggestions.更多还原