【作者】 李倩兰；

【导师】 曾福生；

【作者基本信息】 湖南农业大学 ， 农业经济管理， 2003， 硕士

【摘要】 随着我国农村经济体制改革的深入和WTO的加入，农产品买方市场形成，我国农产品“卖难”问题突出，农产品的市场营销问题以及品牌化经营问题被提出来了。 论文对农产品品牌化经营问题做了较系统的研究。首先探讨了产品品牌化经营的内涵和品牌化经营的经济价值，揭示了农产品品牌化经营与农业产业化的关系以及在提高农产品竞争力中的作用。分析了我国农产品品牌化经营的现状，面临挑战和有利条件。探讨了我国农产品品牌化经营的实施途径，提出通过培养农业生产经营者的营销意识和品牌意识，加快农产品品牌的创建工作和加强农产品品牌管理来实现农产品品牌化经营。最后对我国农产品品牌化的环境建设提出了建议和对策，提出加强农产品品牌化建设不但需要政府大力支持，而且有赖于农业科技的发展和有关制度的建设与完善。更多还原

【Abstract】 With the development of china’s rural economic constitution and the entry into WTO .The buyer’s market has formed. At the same time, it has been very difficult to sell agricultural product. Therefore, the marketing and branding operation has been put forward.The paper has made a systematic research on the branding operation. Firstly, analyzing the connotation and the economic value of the branding operation. Exposing the relation between the Branding operation of agricultural product and agricultural industrialization, the function of branding operation in the agricultural product s competition .Secondly, The paper analyze the present status, the challenge and the advantageous factors, at the same time, in order to achieve the branding operation of the agricultural product the paper inquires into the implementation way, rises that cultivating the marketing and branding consciousness, accelerating the establishment of the agricultural product, strengthening the branding management .At last, giving some good advices on the branding operation of agricultural product. Raising that strengthening the branding construction of agricultural product not only need the strong governmental support, but also depend on the development of science and technology and the construction and perfection of the relevant system.Li Qianlan (Economy Management) Directed by Professor Zeng Fusheng更多还原