农产品品牌营销:统筹陕西城乡发展的有效路径  

Brand Marketing of Agricultural Products: The Way to Balancing Urban and Rural Development in Shaanxi

作　　者：苏霞[1] 同勤学[1] 

机构地区：[1]西安文理学院商学院,陕西西安710065

出　　处：《改革与战略》2014年第2期75-78,128,共5页Reformation & Strategy

基　　金：陕西省教育厅专项科研计划项目"统筹陕西城乡发展的有效途径研究"(项目编号:12JK1101)的阶段性成果;西安文理学院工商管理重点学科建设阶段性研究成果

摘　　要：统筹城乡发展是党中央做出的重大战略决策,开展农产品品牌营销,是农业和农村经济结构战略性调整的重要带动力量,是统筹城乡发展的有效路径。文章在品牌的理论的指导下,总结出农产品品牌营销与统筹城乡的关系,分析了陕西省农产品品牌营销中存在的问题及其原因,重点探讨了统筹城乡发展的有效路径及具体策略,即实施农产品品牌营销战略和农产品品牌的营销组合策略。Overall plan for urban and rural development is an important strategic decision made by Central Committee of C.EC.. Carrying out brand marketing of agricultural products is an important driving force to the strategic adjustment about structure of agricultural economy. It also becomes effective of balancing urban and rural development. The theory of brand marketing points out relationships between brand marketing of agricultural products and overall plan for urban and rural development; This theory also points out the existing problems in brand marketing of agricultural products and causation about these problems in Shaanxi. It puts emphasis on effective way of making overall plan for urban and rural development and discussion about concrete strategy, namely implementing strategy of brand marketing of agricultural products and combination strategy of brand marketing of agricultural products.

关 键 词：统筹城乡 农产品 品牌营销 陕西 

分 类 号：F325.2[经济管理—产业经济]