现代农业企业品牌建设研究以中粮集团为例.doc

现代农业企业品牌建设研究 -以中粮集团为例 荣丹 Modern agriculture enterprise brand construction research-for example COFCO Rong，Dan 2014年4月10日 摘要 随着我国农业产业化进程的加深和加快，在相对激烈的市场竞争屮，品牌因素已经成 为企业占领国外市场最.坚硬的武器。通过自主品牌建设以增强农产品附加值、不断被开 拓市场和提升企业竞争力已经成为我国农业企业的一条必要之路。那么，对于这些农业企 业来说，品牌建设到底应该如何入手，应该注重哪些核心要素，应该采取什么样的策略来 发展企业的品牌？ 本文主要运用顾客价值的品牌理论，以国内最大的农业企业之一屮粮集团为个案，通 过使用PEST、波特的“五力”模型和品牌价值链等工具，首先从企业品牌建设的内外部 环境着手，再深入研宄这个现代农业企业的品牌建设的模式，从而提炼出其品牌建设屮最 重要的要素，揭示其品牌建设屮仍然存在的不足之处，最终提出屮粮集团在未来的品牌建 设中应该采取的对策。 本文将现代管理学屮相关品牌理论嵌入到现代农业企业的品牌建设活动屮，对我国现 代农业企业如何进行品牌建设作了一定的探索。期望本文的探讨能够一定意义上丰富我国 农业企业品牌建设理论的研究。同时也期望能够为其他类似或者实力相对较弱的企业提供 较为实用的参考和借鉴，从而能够提高我国农业企业品牌建设的能力，进一步提升我国农 业企业在国际上的竞争力。此外，也希望能够对屮粮集团未来的品牌见着起到一定的借鉴 作用。 关键词： 农业企业；品牌理论；品牌建设 Abstract Along with deepening and speeding up agricultural industrialization，and in the relatively fierce market competition, brand factors has become the hardest weapons enterprises at home and abroad markets.Through independent brand construction to enhance value-added agricultural products, and to constantly expand the market and improve enterprise competitiveness has become a necessary path of agricultural enterprises in our country.Then，for the agricultural enterprises, how to obtain brand construction, what the core elements should they pay attention to，what kind of strategy should they adopt to develop enterprise brand? This paper is on the basis of the theory of customer value of the brand，setting one of the largest agricultural enterprises to domestic COFCO as an example, through the use of PEST， Porters five” model and brand value chain tool such as brand value chain. First of all，i start from the internal and external environment of the enterprise brand construction, and further study of the modern agriculture enterprise brand construction mode，so as to extract the most important element in the construction of its brand and to reveal the deficiencies that still exist in the brand construction, finally put forward some countermeasures should COFCO take in brand construction in the futur