山东省曹县特色农业品牌化发展研究—以巨鑫源集团为例
摘要
进入二十一世纪，加入WTO，我国农业的发展也随之进入一个新的阶段，面临着更加残酷的市场竞争。发展品牌农业，推进农业品牌化是应对残酷竞争、增强我国农业国内外市场竞争力和提高自身效益的重要途径。因此，创建农业品牌、推动农业品牌化是农业发展新阶段的必然要求，是促进我国农业实现更高层次发展的必然选择。
在这农业发展的新阶段，山东曹县立足于当地的特色农业进行品牌化建设，现在已经初具规模，但是也仍然存在着一系列问题，导致曹县的特色农业的品牌竞争力亟待提高。基于此，本文选择山东曹县特色农业的品牌化作为研究对象，运用实证分析和规范分析相结合、归纳分析与演绎分析相结合，分析曹县特色农业品牌化过程中存在的问题，例如消费者认知度低、潜藏着品牌危机、品牌营销方式落后，并提出相应的解决方案，对曹县特色农业品牌化发展进一步规划，提升曹县特色农业的品牌竞争力。
关键词：品牌化；特色农业；曹县
Caoxian，Shandong Agricultural Characteristics of Brand
Development
Abstract
Into the twenty-first century, with joined the WTO, the development of agriculture also entered a new stage, facing a more brutal competition in the market. Brand development of agriculture, promote agricultural brand is to deal with fierce competition, and enhance the competitiveness of China's agricultural domestic and foreign markets and an important way to improve their efficiency. Therefore, the creation of agricultural brand, and promote agricultural brand new stage of agricultural development is an inevitable requirement is to promote a higher level of agricultural development to achieve a natural choice.
In this new stage of agricultural development, Shandong Caoxian based on local characteristics of brand building in agriculture, is now beginning to take shape, but there are still a number of issues, leading to the characteristics of Cao's brand competitiveness of agriculture needs to be improved. Based on this, Caoxian, Shandong Agricultural Characteristics choose brand as the object of study, empirical analysis and normative analysis using the combination of inductive and deductive analysis of the combination of characteristics of agricultural brand Cao problems in the process, such as consumer awarenesslow, the potential crisis in the brand, brand marketing behind, and the corresponding solution characteristics of Cao further planning of agricultural development of the brand and enhance the brand Cao special agriculture competitiveness.
Keywords: Brand;specialty agriculture; Caoxian
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