河南省西峡香菇品牌发展战略研究
发布时间：2019-06-03 07:58
【摘要】：随着经济全球化和一体化的进行,我国农业获得了较大的发展,但同时也对我国的农产品提出了更高的要求。农产品的品质成为提高农业经济效益的关键,农产品的品牌成为愈发激烈的农业企业竞争焦点。河南省西峡县农业以香菇产业为主导,西峡香菇在国内市场上占有重要地位。发展香菇品牌战略可以提升该县农户收入和香菇企业的竞争力,是当地政府近年来大力提倡的项目,具有重要的现实意义。本研究以河南省内西峡香菇品牌为切入点,运用了客观的统计方法研究西峡香菇的品牌发展战略。首先对西峡香菇的产业现状和品牌现状运用了PEST的产业环境分析法进行总结,其次运用了SWOT分析方法,力求找出品牌的核心竞争力和面临的问题、机遇。接着,对西峡香菇品牌发展战略提出了构想,对战略的各个方面进行了细致的分析。最后,针对现阶段西峡香菇品牌建设中的问题,提出了品牌战略的具体实施措施。综上所述,本文通过对河南省西峡香菇发展品牌战略的研究,力求解决西峡香菇品牌发展中的新问题,可以为西峡县制定香菇品牌发展战略提供理论依据,同时也为国内类似农产品实施品牌发展战略提供借鉴。
[Abstract]:With the development of economic globalization and integration, agriculture in China has been greatly developed, but at the same time, it also puts forward higher requirements for agricultural products in China. The quality of agricultural products has become the key to improve agricultural economic benefits, and the brand of agricultural products has become the focus of fierce competition among agricultural enterprises. The agriculture of Xixia County in Henan Province is dominated by Lentinus edodes industry. Xixia Lentinus edodes occupies an important position in the domestic market. The development of Lentinus edodes brand strategy can enhance the income of farmers and the competitiveness of Lentinus edodes enterprises in this county. It is a project strongly advocated by the local government in recent years and has important practical significance. Based on the brand of Lentinus edodes in Nexixia, Henan Province, this study used objective statistical methods to study the brand development strategy of Lentinus edodes. First of all, the industrial status and brand status of Xixia Lentinus edodes are summarized by using PEST industrial environment analysis method, and then SWOT analysis method is used to find out the core competitiveness, problems and opportunities of the brand. Then, the brand development strategy of Xixia Lentinus edodes is put forward, and all aspects of the strategy are analyzed in detail. Finally, in view of the problems in the brand construction of Xixia Lentinus edodes at the present stage, this paper puts forward the concrete implementation measures of the brand strategy. To sum up, through the study of the brand strategy of Xixia Lentinus edodes in Henan Province, this paper tries to solve the new problems in the brand development of Xixia Lentinus edodes, which can provide a theoretical basis for Xixia County to formulate the brand development strategy of Lentinus edodes. At the same time, it also provides a reference for the implementation of brand development strategy for similar agricultural products in China.
【学位授予单位】：武汉轻工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.13
本文编号：2491778
[Abstract]:With the development of economic globalization and integration, agriculture in China has been greatly developed, but at the same time, it also puts forward higher requirements for agricultural products in China. The quality of agricultural products has become the key to improve agricultural economic benefits, and the brand of agricultural products has become the focus of fierce competition among agricultural enterprises. The agriculture of Xixia County in Henan Province is dominated by Lentinus edodes industry. Xixia Lentinus edodes occupies an important position in the domestic market. The development of Lentinus edodes brand strategy can enhance the income of farmers and the competitiveness of Lentinus edodes enterprises in this county. It is a project strongly advocated by the local government in recent years and has important practical significance. Based on the brand of Lentinus edodes in Nexixia, Henan Province, this study used objective statistical methods to study the brand development strategy of Lentinus edodes. First of all, the industrial status and brand status of Xixia Lentinus edodes are summarized by using PEST industrial environment analysis method, and then SWOT analysis method is used to find out the core competitiveness, problems and opportunities of the brand. Then, the brand development strategy of Xixia Lentinus edodes is put forward, and all aspects of the strategy are analyzed in detail. Finally, in view of the problems in the brand construction of Xixia Lentinus edodes at the present stage, this paper puts forward the concrete implementation measures of the brand strategy. To sum up, through the study of the brand strategy of Xixia Lentinus edodes in Henan Province, this paper tries to solve the new problems in the brand development of Xixia Lentinus edodes, which can provide a theoretical basis for Xixia County to formulate the brand development strategy of Lentinus edodes. At the same time, it also provides a reference for the implementation of brand development strategy for similar agricultural products in China.
【学位授予单位】：武汉轻工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.13
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