【作者】 杨松；

【导师】 马向阳；

【作者基本信息】 天津大学 ， 企业管理， 2012， 硕士

【摘要】 随着经济的发展与全球一体化的加速，农产品市场竞争愈演愈激烈，在众多的市场竞争策略中，品牌策略的实施以其高端性与全局性让众多跨国公司在国际市场上赢得先机。我国农产品品牌战略的研究与应用起步较晚，加之我国农产品一般均为初级农产品，产品附加值低，没有健全的质量标准体系，因此有必要对我国农产品品牌延伸策略进行深入研究。本文正是在这一背景下对农产品品牌延伸策略的理论框架进行深入分析，并参考国外的成功经验与我国的具体情况进行归纳总结，为我国区域农产品的品牌延伸提供了相应的参考建议。本文利用品牌延伸的基本理论来解决农产品产业中农业的发展问题，属于已有理论与现实应用的研究，并通过结合管理学、心理学、经济学等相关学科理论，从品牌延伸的基本定义着手将相关问题进行全面深入的探析。由于农产品特点决定其长期发展受到资源与时间的双重限制，因此如何克服这些限制关乎农产品未来的发展，品牌延伸是解决这一问题的有效策略。本文分为三大部分：第一部分：基本概念界定。在总结国内学者的的基础上对区域品牌伞、品牌延伸等相关概念进行了详细的阐述，并对农产品区域品牌伞情境下的品牌延伸做了相关的论述。第二部分：理论与实证分析。论文从多个角度详细对我国农产品的延伸现状、延伸条件以及延伸策略中存在的问题进行分析，并对基于消费者情感偏好的品牌延伸策略做实证分析。第三部分：我国农产品企业进行品牌延伸时应当采取的对策与建议。在这部分中针对我国农产品品牌延伸过程中出现的问题与风险进行详细分析，提出了相应的对策建议以及具体的风险规避措施。更多还原

【Abstract】 With the development of economics and the acceleration of globalization, thecompetition is heating up in the market of agricultural products. The practices of brandstrategy make multinational corporations gain the international competition withpredominance and global view between lots of market competition strategy. The researchand application of agricultural products strategies starts later in China, and ouragricultural products are generally primary agricultural products with low product addedvalue and no perfect quality standard system, so it`s necessary to have an in-depth studyon the the agricultural products brand extension. We have an in-depth research on thetheoretical frame of agricultural products brand extension in this thesis under thebackground so as to outline the condition of our country and successful foreignexperience and offer suggestions for regional agricultural products brand extension in ourcountry.We solve some problems during the development of agriculture products by usingbasic theory of brand extension. This thesis belongs to a theoretical and practicalapplication of existing researches and has an in-depth research on relative questions fromthe angle of basic definition of brand extension by using management, psychology andeconomics. The long-term development of agricultural products is limited by resourcesand time because of its own characteristics, so the brand extension is an effective strategyto solve the problem that how to overcome these limits about the future development ofagricultural products. The thesis is divided into three parts:The first part: Definition of basic concepts. We elaborate on some relative conceptsabout regional brand umbrella and brand extension on the basis of domestic scholars, andcomment on the brand extension of agricultural products regional brand umbrella.The second part: Theories and empirical analysis. We analyze the existing problemsabout extension conditions and strategies of agricultural products from multipleperspectives, and do empirical analysis on brand extension strategy based on consumeremotional preferences. The last part: Policy suggestion about agricultural products brand extension. Wedissect the problems and risks during the process of agricultural products brand extensionin China, and put forward some corresponding suggestions and specific measures ofavoiding risks.更多还原