种业企业国际品牌建设的挑战与应对策略研究:基于全球市场的多维分析  

Challenges and Strategies for International Brand Building of Seed Companies:A Multidimensional Global Market Analysis

作　　者：付元 Fu Yuan(Business School of Zhengzhou Sias University,Zhengzhou,451150)

机构地区：[1]郑州西亚斯学院商学院,郑州451150

出　　处：《分子植物育种》2025年第3期1026-1032,共7页Molecular Plant Breeding

基　　金：2024年河南省科技发展计划软科学研究项目(242400410093);河南省本科高校2023年课程思政项目建设课题(教高[2023]431号)共同资助。

摘　　要：本研究围绕种业企业在全球市场中的国际品牌建设,系统分析了企业在全球市场竞争、跨国法规差异、消费者信任缺失及可持续发展需求等方面面临的核心挑战。从多维视角提出了应对策略,包括结合差异化与本地化的品牌建设路径,以技术创新为驱动的品牌塑造、借助数字化营销与社交媒体进行品牌推广,以及将可持续发展理念融入品牌战略。通过实际案例分析,研究总结了中国种业企业在国际品牌建设中的经验与不足,并提出了通过技术进步、市场适应和文化融合提升品牌影响力和国际竞争力的建议。本研究为种业企业的国际化品牌发展提供了理论支持与实践参考,助力全球农业产业链的可持续发展。This study examines the international brand building of seed industry enterprises in the global market,systematically analyzing the core challenges they face,including global market competition,cross-national regula-tory differences,lack of consumer trust,and the growing demand for sustainable development.From a multidimen-sional perspective,the study proposes strategies such as integrating differentiation and localization in brand devel-opment,leveraging technological innovation to shape brand identity,utilizing digital marketing and social media for brand promotion,and incorporating sustainability into brand strategies.Through case studies,the research sum-marizes the experiences and shortcomings of Chinese seed enterprises in international brand building and offers recommendations to enhance brand influence and global competitiveness through technological advancements,market adaptation,and cultural integration.This study provides theoretical support and practical guidance for the international brand development of seed enterprises,contributing to the sustainable development of the global agri-cultural supply chain.

关 键 词：种业企业 国际品牌建设 市场准入 技术创新 消费者信任 

分 类 号：F27[经济管理—企业管理]