奉化水蜜桃区域品牌建设研究[论文+任务+开题+综述+外文]可编辑

毕业LUNWEN 奉化水蜜桃区域品牌建设研究

所在学院商学院

专业班级市场营销

学生姓名学号

指导教师职称

完成日期年月日

摘要

农产品区域品牌是区域农产品的“代言”，是特定农产品的区域的一张经济名片，具有超越一般品牌的社会效应和经济，对促进区域经济的发展具有举足轻重的作用。区域品牌建设是农产品生产经营的核心，是实现农产品品牌经营、提升区域农产品竞争力的有效途径。

在对区域品牌的文献研究的基础上，阐述农产品区域品牌建设的必要性和意义，通过介绍奉化水蜜桃区域品牌建设概况，找出奉化水蜜桃区域品牌建设存在的问题，有：缺乏统一的指导和规划、思想观念落后、品牌保护意识浅薄、新技术推广进展缓慢、“张冠李戴”现象严重。并从政府和协会二方面提出奉化水蜜桃区域品牌建设的对策。包括：加强规范，统一指导力度、政府积极建立和完善品牌管理体系、加大技术推广力度，加强科技助品牌、提升产品品牌和附加值、加强商标产权保护，建立区域品牌质量认证体系等。

关键词：区域品牌；品牌建设；奉化水蜜桃

Abstract

Regional brand of agricultural product is the “endorsement” of regional agriculture and also is a business card of a special agriculture and a zone. It has the social and economical effect beyond the general brand and plays a decisive role in promoting the regional economical development. What’s more, regional brand building is the core of agricultural production, it is a effective ways to achieve the agricultural brand’s business and to improve the competitiveness of regional agriculture.

In the literature of regional brand which is on the basis of study, the construction of agricultural regional brand expounded the necessity and significance, by researching the brand actuality and the brand achievement, this article found out some brand-building problems about Fenghua peach, such as lack of unified guidance and planning, behind ideas, brand protection consciousness, new technology promotion progress slowly and "Confusedly" phenomenon seriously, then according to these problems, this article puted forward some suggestions and countermeasures about brand construction of Fenghua peach, mainly from two aspects, what is the government, the enterprises and the association, including strengthen the standard and unify direction strength, the government actively establish and perfect brand management system, increase technical promotion efficiency, strengthen technology help brand, upgrade the product brand and added value, strengthen trademark property rights protection and established regional brand quality certification system and so on.

Keyword: Regional brand；Brand building；Fenghua peach

目录

1 绪论 (2)

1.1 论文的研究背景 (2)

1.2 论文的研究意义 (2)

2 相关概念和理论依据 (3)

2.1 企业品牌和区域品牌概念 (3)

2.1.1 企业品牌的涵义 (3)

2.1.2 区域品牌的涵义 (3)

2.1.3 区域品牌的特性 (3)

2.2 企业品牌和区域品牌关系 (4)

3 农产品区域品牌建设的必要性和意义 (6)

3.1 建立农产品区域品牌的必要性 (6)

3.2建立农产品区域品牌的意义 (7)

4 奉化水蜜桃区域品牌建设概况 (9)

4.1 奉化水蜜桃产品简介 (9)

4.2 奉化水蜜桃区域品牌的现状分析 (10)

4.2.1 奉化水蜜桃区域品牌建设进展 (10)

4.2.2 奉化水蜜桃的区域品牌建设成就 (12)

4.2.3 奉化水蜜桃区域品牌模式分析 (13)

4.2.4 奉化水蜜桃区域品牌建设渠道分析 (15)

5 奉化水蜜桃区域品牌建设存在的问题 (17)

5.1 缺乏统一的指导和规划 (17)

5.2 思想观念落后 (17)

5.3 品牌保护意识浅薄 (17)

5.4 新技术推广进展缓慢 (17)

5.5 “张冠李戴”现象严重 (18)

6 奉化水蜜桃区域品牌建设的对策 (19)

6.1 政府应对奉化水蜜桃区域品牌建设加大管理的力度 (19)

6.1.1 加强规范，统一指导力度 (19)

6.1.2 积极建立和完善品牌管理体系 (19)

6.1.3 搭建畅通的知识信息共享平台 (20)

6.2 协会应对奉化水蜜桃区域品牌建设给予有力的支持 (20)

6.2.1 加大技术推广力度，加强科技助品牌 (20)

6.2.2 提升产品品牌和附加值 (20)

6.2.3 加强商标产权保护，建立区域品牌质量认证体系 (21)