高唐县农产品品牌构建模式研究

【作者】 孙琳；

【导师】 周键；

【作者基本信息】 青岛大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 In recent years,with the rapid development of economy and society,the importance of agriculture in the national economy is growing day by day.In order to better accelerate the process of rural revitalization and get the achievements of poverty alleviation,and strive to achieve the first centenary goal,the CPC Central Committee and the State Council put forward a series of policies to benefit farmers and support farmers.In 2020,for example,"the central file no.1," raises a large number of realistic guiding significance to the effective countermeasures: to speed up the countryside the development of characteristic industry,advocating "one village one swallow,a county thing".All kinds of agricultural products pay attention to the development of agricultural products brand,adjusting and optimizing agriculture structure,strengthen the green food,organic agricultural products,agricultural products authentication and management of geographical indication,build local famous brand of agricultural products and so on.Although the popularity of these policies for people to speed up the agricultural product brand building played a certain role,how to build an effective agricultural development path? Many local governments and enterprises,couldn’t find a breakthrough.they often lack of mature theory and experience of guidance.So a lot of factors lead to the development of agricultural products brand loss or failure of the project.In order to effectively change this situation,we must combine the actual situation of the development of the region and the industry and create a development path suitable for their own brands and then summarize a feasible path and model of agricultural brand construction.Gaotang County is a large agricultural county in the northwest area of Shandong Province.It has a certain characteristic agricultural products enterprise foundation and has a certain representative significance in the county.However,Gaotang County agricultural products brand construction is still in the primary stage,there are many problems to be solved.Therefore,the research on the construction path of agricultural products brand in Gaotang County has a very important practical significance for the development of the local and agricultural county.In this context,this paper defines and studies the related theoretical concepts of agricultural products brand,brand construction,brand image design and brand marketing,and summarizes the influencing factors of brand development.Through the carding of successful experience of brand construction path and influencing factors of agricultural products at home and abroad,this paper summarized the basic path and influencing factors of brand construction of agricultural products.and providing a foundation for the study of brand development path of agricultural products in Gaotang County.更多还原

【Abstract】 In recent years,with the rapid development of economy and society,the importance of agriculture in the national economy is growing day by day.In order to better accelerate the process of rural revitalization and get the achievements of poverty alleviation,and strive to achieve the first centenary goal,the CPC Central Committee and the State Council put forward a series of policies to benefit farmers and support farmers.In 2020,for example,"the central file no.1," raises a large number of realistic guiding significance to the effective countermeasures: to speed up the countryside the development of characteristic industry,advocating "one village one swallow,a county thing".All kinds of agricultural products pay attention to the development of agricultural products brand,adjusting and optimizing agriculture structure,strengthen the green food,organic agricultural products,agricultural products authentication and management of geographical indication,build local famous brand of agricultural products and so on.Although the popularity of these policies for people to speed up the agricultural product brand building played a certain role,how to build an effective agricultural development path? Many local governments and enterprises,couldn’t find a breakthrough.they often lack of mature theory and experience of guidance.So a lot of factors lead to the development of agricultural products brand loss or failure of the project.In order to effectively change this situation,we must combine the actual situation of the development of the region and the industry and create a development path suitable for their own brands and then summarize a feasible path and model of agricultural brand construction.Gaotang County is a large agricultural county in the northwest area of Shandong Province.It has a certain characteristic agricultural products enterprise foundation and has a certain representative significance in the county.However,Gaotang County agricultural products brand construction is still in the primary stage,there are many problems to be solved.Therefore,the research on the construction path of agricultural products brand in Gaotang County has a very important practical significance for the development of the local and agricultural county.In this context,this paper defines and studies the related theoretical concepts of agricultural products brand,brand construction,brand image design and brand marketing,and summarizes the influencing factors of brand development.Through the carding of successful experience of brand construction path and influencing factors of agricultural products at home and abroad,this paper summarized the basic path and influencing factors of brand construction of agricultural products.and providing a foundation for the study of brand development path of agricultural products in Gaotang County.更多还原