农产品品牌化建设问题与对策  

Some Problems and Solutions of the Produce Brand Construction

作　　者：付景远[1] 韩明俊[1] 

机构地区：[1]聊城大学商学院,山东聊城252059

出　　处：《聊城大学学报（社会科学版）》2014年第2期124-129,共6页Journal of Liaocheng University:Social Science Edition

基　　金："山东省产业升级与经济协同发展软科学研究基地"成果

摘　　要：在市场经济竞争中,品牌是企业的核心竞争力。随着农业产业化的推进,实施农产品品牌战略,提升农业效益,实现农业持续发展,是农民持续增收的关键。在调查中发现莘县的农产品品牌建设中尚存阻碍品牌建设的诸多问题,如农民普遍存在品牌意识淡薄、品牌的市场信任度不高、品牌传播方式简单等问题。只有通过加速树立品牌意识、依托多种形式合作、完善农产品质量标准、充分发挥政府服务职能等,才能形成具有支撑莘县农业发展优质品牌。The brand is the core competitiveness of enterprises, in competition of the inarket economy. With the promoting of the industrialization of agriculture, the implementation of brand strategy to improve agricultural and agricultural efficiency to achieve sustainable development of agriculture is the key to farmers continued to increase. The produce brand building of Shengxian the brand market confidence, a simple way of brand communication and other issues in the survey. Only by accelerating establish brand awareness, relying on various forms of cooperation, and improving the quality of agricultural standards, giving full the functions of govermnent services, in order to form the agricultural development quality brand of Shengxian.

关 键 词：农产品 品牌规划 品牌战略 

分 类 号：F3[经济管理—产业经济]