品牌竞争力提升研究毕业论文.doc

品牌竞争力提升研究毕业论文 毕业论文 (2010届) 品牌竞争力提升研究 摘 要 随着生活水平的提高,消费者对农产品的消费需求逐渐呈现多样化,在选购农产品时一般也会考虑其风味、质地以及口感。然而,这些差异往往是肉眼无法识别的。通过品牌战略,突出农产品的差异性,使消费者易于辨别,满足消费者的消费需求。通过农产品品牌的建立,引导农业生产经营活动趋向于生产高附加值、高品质的产品,提升农产品的市场竞争力,抢占更多的市场份额。 浙江黄岩??“中国蜜桔之乡”,栽培历史悠久,是世界宽皮柑桔的原产地之一。然而近年来的发展,黄岩蜜桔的步履越来越沉重,原有的优势正不断受到威胁,并且随着市场需求和产业调整的变化,自身的不足也逐渐暴露出来。在这样的大背景下,本文根据影响品牌竞争力的主要因素,研究黄岩蜜桔的品牌现状,分析其衰退原因,并对此提出提升黄岩蜜桔品牌竞争力的建议,希望对台州蜜桔产业生产力的提高、营销体系的健全、产业结构的优化、品牌竞争力的提升做出贡献。 关键词:品牌;竞争力;黄岩蜜桔 Abstract With the improvement of the living standards and the diversity of agriculture products consumer demand, that consumers generally consider its flavor and quality and taste in the purchase of agriculture products, which are often unrecognized in the first sight. According to the brand strategy, it is easy for consumers to distinguish the difference among the agriculture products, and satisfy their consumer damand. Building the brand of agriculture products will help to guide the agricultural production activities tending to produce high value-added and high-quality products. What’s more, it can promote the brand competitive ability and take more marketing share of agriculture products Zhejiang Huangyan which is called the country of orange has a long cultivated history. However, with the recent development, the step of Huangyan Orange is becoming more and more difficult, the inherent advantage is being threatened, and with the variety of marketing demand and industrial adjustment, the disability gradually exposed by themselves as well. In this backdrop, this paper accords to the main factors of affecting brand competitiveness, studys on the status quo of the brand, analyses the reason of recession, and gives advice to improve the brand competitiveness of Huangyan Orange. Expect to increase the industrial productivity, perfect the marketing system, optimize the industrial structure, promote the brand competitiveness, and make contribution to the growth of Taizhou economy. K