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“齐鲁粮油”公共品牌价值提升策略研究

Research on Brand Value Promotion Strategy of the "Qilu Grain and Oil"

【作者】 宋伟

【导师】 王德胜;

【作者基本信息】 山东大学 , MBA(专业学位), 2022, 硕士

【摘要】 当前,国内外市场竞争愈演愈烈,农产品竞争也不例外。面对巨大的经济下行压力及激烈的市场竞争,我国各地优质农产品产区为维系和扩大市场份额,稳固自身的市场地位而纷纷开始着手建立和发展区域公共品牌,以凸显本区域内农产品的优秀品质及独特性。2016年7月,国家粮食和物资储备局颁布实施了《关于加快推进粮食行业供给侧结构性改革的指导意见》(国粮政(2016]152号),同年12月,国家出台了《粮食行业“十三五”发展规划纲要》等一系列政策文件,其中都强调要培育优质粮食品牌。本文选择“齐鲁粮油”公共品牌作为研究对象,系统性地梳理和总结了国内外针对区域公共品牌建设问题所做的相关研究及实践成果。本文采用实地调研的方式对“齐鲁粮油”公共品牌的发展现状进行了调查了解,理清了“齐鲁粮油”公共品牌的生产组织形式、生产主体的基本情况和企业品牌建设情况。同时,本文着手统计和分析了调查结果,针对“齐鲁粮油”公共品牌建设过程中各生产主体的发展现状及各企业、政府机构等其他参与主体所遇到的问题进行了调查分析。最后,本文以我国乡村振兴的基本要求为指导,针对“齐鲁粮油”公共品牌价值提升方面提出了合理完善的改进措施。本文研究发现:“齐鲁粮油”公共品牌价值发展目前存在的问题主要是公共品牌商业运作水平偏低、国内外竞争加剧、产品同质化严重、线上销售渠道狭窄等方面。为了解决“齐鲁粮油”公共品牌价值发展存在的问题,本文结合实际提出了“齐鲁粮油”公共品牌价值提升策略,主要是整合营销、质量管理、区域品牌策略、品牌文化策略。同时,为了进一步确保“齐鲁粮油”公共品牌价值提升策略的措施,文章从加强政府引导、健全完善激励政策、强化队伍建设方面提出了保障措施。

【Abstract】 At present,domestic and foreign market competition is becoming increasingly fierce,agricultural competition is no exception.In the face of huge economic downward pressure and fierce market competition,in order to maintain and expand market share and stabilize their own market position,high-quality agricultural production areas around China have started to establish and develop regional public brands,in order to highlight the excellent quality and uniqueness of agricultural products in the region.In July 2016,the National Food and Strategic Reserves Administration issued the Guiding Opinions on Accelerating supply-Side Structural Reform in the Grain Industry(National Grain Administration no.152,2016),and in December of the same year,the State issued the Outline of the 13th Five-Year Development Plan for the Grain Industry.The National Grain Administration issued the "13th Five-Year" development Plan of grain and oil processing industry ",which put forward the"cultivation of quality grain brand".This thesis chooses "Qilu Grain and Oil" public brand as the research object,systematically combs and summarizes the relevant research and practice results of regional public brand construction at home and abroad.This thesis uses field research to investigate the status quo of "Qilu Grain and Oil" public brand development,clear up the "Qilu Grain and Oil" public brand production organization form,the basic situation of the production subject and enterprise brand construction.Next,this thesis began to statistics and analysis of the survey results,in view of "Qilu Grain and Oil" public brand construction process of the development of the production of the status quo and enterprises,government agencies and other participants of the problem encountered by the investigation and analysis.Finally,guided by the basic requirements of China’s rural revitalization,this thesis puts forward reasonable and perfect improvement measures for "Qilu Grain and Oil" public brand value enhancement.This thesis found that the current problems in the development of"Qilu Grain and Oil" public brand value are mainly the low level of commercial operation of public brand,intensified competition at home and abroad,serious product homogeneity,narrow online sales channels and so on.In order to solve the problems existing in the development of "Qilu Grain and Oil" public brand value,this thesis puts forward the strategies to enhance the value of"Qilu Grain and Oil" public brand based on the reality,including integrated marketing,quality management,regional brand strategy and brand culture strategy.At the same time,in order to further ensure the"Qilu Grain and Oil" public brand value promotion strategy measures,the article from strengthening the government guidance,improve the improvement of incentive policies,strengthen the construction of the team to put forward safeguard measures.

  • 【网络出版投稿人】 山东大学
  • 【网络出版年期】2023年 02期
  • 【分类号】F323.5;F326.1
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