西南边疆地区农业企业品牌建设的影响因素与发展对策  

Influential Factors and Development Strategies of Brand Construction of Agricultural Enterprises in the Southwest Frontier Region

作　　者：谭娴 刘筱筠 成思思 陈国兰 TAN Xian;LIU Xiaoyun;CHENG Sisi;CHEN Guolan(School of Economics and Management,Southwest Forestry University,Kunming 650224,China;Library,Pu’er University,Pu’er 665000,China;School of Finance,Capital University of Economics and Business,Beijing 100070,China)

机构地区：[1]西南林业大学经济管理学院,云南昆明650224 [2]普洱学院图书馆,云南普洱665000 [3]首都经济贸易大学金融学院,北京100070

出　　处：《云南农业大学学报（社会科学版）》2020年第6期68-75,共8页Journal of Yunnan Agricultural University(Social Science)

基　　金：云南省社会科学界联合会项目“思茅区做实产业基础实现精准扶贫调查研究”;国土资源部西南多样性区域土地优化配置与生态整治科技创新团队开放基金项目“澜沧江流域茶叶景观格局变化及其生态环境效应”;普洱学院创新团队项目“生物产业与生物安全创新团队项目”(CXTD005);云南省思茅区“一县一业”产业发展项目(云政办函〔2019〕123号)。

摘　　要：西南边疆地区农业发展是带动边疆地区经济发展的核心驱动力,品牌建设是边疆西南地区农业企业战略中的关键也是重要难题。当前西南边疆地区农业企业品牌化建设程度较低,但优质种质资源及地形与气候等优势条件为打造农业企业知名品牌奠定基础,本文通过深入剖析,得出质量与品质、服务与信誉、技术创新、营销与市场推广、政府支持等是西南边疆地区农业企业品牌建设的主要影响因素,提出找准品牌定位、培养品牌意识、加大科研投入的发展对策,以为增强西南边疆地区农业企业竞争力提供参考。Agricultural development in the southwestern frontier region is the core driving force driving economic development in the frontier region.Brand building is the key and important problem in the strategy of agricultural enterprises in the southwestern frontier region.At present,there are not many influential agricultural enterprise brands in the southwest of the frontier,but the superior conditions such as high-quality germplasm resources and terrain and climate lay the foundation for building well-known brands of agricultural enterprises.This article analyzes quality,service and reputation,technological innovation,marketing and market promotion,and government support are the main influencing factors for the brand construction of agricultural enterprises in the southwestern borderland,and put forward development strategies for identifying brand positioning,cultivating brand awareness,and increasing investment in scientific research,in order to enhance the competitiveness of agricultural enterprises in the southwestern borderland reference.

关 键 词：企业品牌建设 农业发展 西南边疆地区 发展对策 

分 类 号：F279.27[经济管理—企业管理]