苏州阳澄湖大闸蟹原产地品牌维护与发展研究

发布时间：2018-04-08 09:50

本文选题：原产地　切入点：品牌　出处：《苏州大学》2008年硕士论文

【摘要】： 本文研究的目的在对苏州阳澄湖大闸蟹原产地品牌的维护与发展进行研究。文中首先介绍了有关原产地名称与原产地域产品相关理论,品牌发展相关理论、原产地品牌维护与发展的基本理论以及国内外原产地品牌的保护概况,然后陈述了苏州阳澄湖大闸蟹原产地品牌维护与发展的进展与绩效,对现状与困境进行深入剖析,其中有产品本身的原因,也有企业、社会环境、政府的原因。在认识到阳澄湖大闸蟹原产地品牌维护与发展的紧迫性和重要性后,作者分别从阳澄湖大闸蟹原产地品牌维护与发展两个方面提出了相应的对策。由于社会环境不能马上得到改善,作者主要从企业自身角度出发,分别从抓产品质量、保养殖环境、建统一平台、造强势子品牌、靠宣传打假等五个方面来进行阳澄湖大闸蟹品牌的维护;从培育原产地特色文化、拓展大闸蟹产业链、注重产品创新、发展旅游业、加强资本运作等五个方面来发展阳澄湖大闸蟹品牌。在文章的最后,从整体上进行概括,得出结论。
[Abstract]:The purpose of this study is to study the brand maintenance and development of hairy crab in Yangcheng Lake, Suzhou.First of all, the paper introduces the related theories about the name of origin and the products of origin region, the related theory of brand development, the basic theory of the maintenance and development of the brand of origin, and the general situation of the protection of the brand of origin at home and abroad.Then it describes the progress and performance of the original brand maintenance and development of hairy crab in Yangcheng Lake, Suzhou, and deeply analyzes the present situation and predicament, including the reasons of the product itself, the enterprise, the social environment and the government.In recognition of the urgency and importance of brand maintenance and development of hairy crab origin in Yangcheng Lake, the author puts forward corresponding countermeasures from two aspects: brand maintenance and development of the origin brand of hairy crab in Yangcheng Lake.As the social environment cannot be improved immediately, the author mainly starts from the perspective of the enterprise itself, respectively, from the point of view of grasping the product quality, preserving the breeding environment, building a unified platform, and building a strong sub-brand.To maintain the Yangcheng Lake hairy crab brand from five aspects, such as propagating and cracking down on counterfeiting, cultivating the characteristic culture of origin, expanding the industrial chain of hairy crab, paying attention to product innovation, and developing tourism,Strengthen capital operation and other five aspects to develop Yangcheng Lake hairy crab brand.At the end of the article, generalize from the whole, draw a conclusion.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F326.4

【引证文献】