农产品营销作业.docxVIP

PAGE PAGE 1 摘要 品牌已经成为 21 世纪农产品贸易中新的竞争力。农产品品牌建设有利于解决农产品“销售难、售价低”的问题，增加了整个农业行业的收入水平，有利于促进我国新农村建设的发展，这关系到我国“三农”问题能否很好地解决。作为一种高质量、高档次和高地位的象征，优质农产品品牌逐渐得到整个社会的认可。本文针对我国农产品品牌建设的问题做了较系统的研究。 本文首先从回顾农产品品牌建设的相关理论基础出发，结合农产品品牌建设进行了经济学分析，从理论方面研究农产品品牌建设的意义和对策。本文认为，农产品品牌具有地域性、主体多元性和外部性等特殊性。 然后，本文研究了我国农产品品牌建设的现状及存在的问题。我国农产品贸易连年逆差，受到技术性贸易壁垒的制约，在总体上呈现出缺乏农产品品牌支撑的贸易现状。与国际品牌强国相比，我国的农产品品牌非常缺乏品牌竞争力。我国农产品品牌建设已经具备了基本环境，农产品质量认证的实行也推动了品牌建设的发展，然而我国农产品品牌建设还不完善，存在着农产品品牌分布不均衡、品牌规模小且价值低、农产品品牌生命周期短等问题。 随后，本文分析了我国农产品品牌建设不足的原因，认为农产品的综合质量水平不高、质量标准体系不完善及产业化建设不深入等延缓了农产品品牌建设的进程。通过价值链分析法分析了农产品品牌建设的成功案例，对如何加强我国农产品品牌建设有一定的启示作用。 最后，本文对加强我国农产品品牌建设提出了相关建议，并初步构建了农产品品牌建设的模型。在加强农产品品牌意识的前提下，夯实农产品质量基础，深化农业产业化经营，提高农产品品牌管理水平。对于政府来讲，应加大对农产品品牌的政策性支持和相关保护；对行业协会来讲，应加大组织力度，切实引导生产经营者搞好农产品品牌建设。 关键词：农产品；品牌；竞争；对策 Abstract Brand had been a new competitiveness of agricultural products in 21 century. Brand construction helped to sell agricultural products in high price, which would improve the income status of farmers. Brand construction of agricultural products was also helpful to promote the new socialist countryside construction. As a symbol of high quality and high taste, agricultural brand was accepted by the whole society gradually. This paper mainly researched the brand construction of agricultural products in China. This paper, starting from the review of relevant theories of construction of agricultural products, analyzed construction of agricultural brand in theory. Agricultural brand had particularities such as regionalism, pluralism of creating subjects and externality. Secondly, this paper had a research on the status of brand construction of agricultural products and its problems. The trade deficit of agricultural products had been for several years continuously. The trade of agricultural products was lack of support of agricultural brand. However several agricultural industries had formed