地方特色农产品大沙河苹果品牌营销策略研究

摘要随着人们收入的大幅度增长，生活水平在不断的提高，很多人的消费观念和消费习惯都在随之不断发生改变。消费体现价值的消费观念越来越普遍，因此品牌产品越来越受到消费者的追捧，致使品牌消费观越来越深入人心。而目前人们对于发展资料消费、享受资料消费的要求越来越高，而农产品作为每个家庭的生活必需品还没有得到很好的重视。虽然目前市场现有农产品有“绿色环保”、“非转基因”、“不含激素”、“新鲜”等字眼标榜也吸引了不少消费者购买；当然也有一些地区开始推出地方特色农产品的品牌，收到了一些效益，但总体而言地方特色农产品的品牌化程度不是很大、产品单一、没有实现跨区域的大规模品牌经营。换句话说地方特色农产品真正意义的品牌化还差之深远。

本篇论文主要研究地方特色农产品品牌营销策略，分析地方特色农产品的特点、以及地方特色农产品品牌化存在的问题并分析主要原因，切实提出促进农产品品牌化的建议和策略。并通过采用丰县大沙河苹果的案例分析地方特色农产品品牌创建时的优点和不足之处。旨在创建利国利民的农产品品牌。51790

毕业论文关键词：地方特色；农产品；问题；　品牌策略；建议

Research On The Brand Marketing Strategy Of Local Characteristic Agricultural Products

Abstract

Substantial increase of economic income and continuous improvement of quality of daily life lead to transform of people’s consumption concept and custom .As a consumption view, consumption reflecting value becomes increasingly accepted. Thus these products which own fine brand enjoy more and more popularity among consumers. Thereupon the view go deeper and deeper into peoples’ mind. Instead of increasingly higher requirement for consumption of enjoyable and developmental resource, agricultural product which is necessary to every family have not been paid great attention. Many sellers utilize many fashionable words such as “green food”, “non-GMO”, “without hormones” to attract consumers. At same times, some regions have started promoting the agricultural products that have unique regional feature. Because of low degree of branding, singleness of product and lack of cross-regional management to large-scale brand, there is still long way to go for the real branding of regional-featured agricultural commodity.

The dissertation mainly discuss the research of marketing strategy for branding of regional-featured agricultural product, analysis of characteristic of regional-featured agricultural product, the problem in the process of branding of farm product that have unique regional charm. Then, we will analyze the primary reason and put forward viable advice and strategy. We will present the strength and weakness in the process of creation of brand of regional-featured agricultural product by the example of Fuji apple planted in Dashahe, Fengxian, Jiangsu Province. In order to facilitate the establishment of brand of agricultural product that benefit the nation and the people.

Key word：regional-featured; agricultural product; problem; brand strategy; advices

摘要I

Abstract.Ⅱ

目录..Ⅲ　

一、引言..1

（一）地方特色农产品品牌营销概述..1

（二）课题研究的背景和意义..1

（三）地方特色农产品品牌营销的必要性2

（四）课题研究的主要框架和方法2

二、地方特色农产品营销存在的问题——以大沙河苹果为例.3

（一）缺乏品牌和品牌经营意识..3

（二）地方特色农产品的综合质量水平不高3

（三）地方特色农产品的物流体系不够完善4 地方特色农产品大沙河苹果品牌营销策略研究:http://www.751com.cn/guanli/lunwen_55555.html