【作者】 陈国钦；

【导师】 林卿；

【作者基本信息】 福建师范大学 ， 政治经济学， 2007， 硕士

【摘要】 闽台农业合作问题一直是闽台两岸农业合作的热点话题,探讨其具体的合作模式更是重中之重。合作模式的合理性不仅关系到闽台两地农业合作能否顺利进行,而且关系到两地农业是否能朝着现代化农业的方向发展,能否获得双赢。本文首先通过对市场营销与品牌学相关理论的阐述,为全面分析闽台农产品品牌合作联盟奠定理论基础,紧接着系统回顾了闽台两地农业发展的历史,以及闽台农业合作发展的历史和闽台农业合作实验区建设隋况,深入剖析了闽台农业合作的现状与需要发展的地方,用SWOT分析法全面系统分析了闽台农业合作的内部和外部条件,导出这些条件制约下的几种合作模式。本文进而通过强调要增加农产品的附加价值,指出闽台农业合作急需实现品牌联盟,最后从品牌联盟的定位、渠道、方式与发展四个方面全面、系统地提出闽台农产品品牌联盟的具体意见与措施。更多还原

【Abstract】 The issue of agricultural cooperation between Fujian and Taiwan has been a hot topic in the cross-strait agricultural cooperation, and the most important is exploring the cooperation modes. The reasonableness of the mode of cooperation not only make the agricultural cooperation between Fujian and Taiwan proceed smoothly or not, but also that of the two agricultural cooperation to be able to move in the direction of modern agriculture development and be a win-win situation.Firstly, this thesis explains the theory of marketing and brand, which lays the foundation for the analysis of the brands union of Fujian and Taiwan’s agricultural products, then systematically reviewed the agricultural history of Fujian and Taiwan, agricultural cooperation history between Fujian and Taiwan, and the history of the development of agricultural cooperation between Fujian and Taiwan experimental zones. Then in deeply analysis the situation and needless to develop of the agricultural cooperation between Fujian and Taiwan, with SWOT analysis the internal and external conditions of the agricultural cooperation between Fujian and Taiwan, and derive several modes of cooperation under the constraints of these conditions. The thesis then stress the need to increase the added value of agricultural products, pointed out the urgent need to achieve brand union, finally totally and systematically give some suggestions and measures for the brands union of Fujian and Taiwan’s agricultural products from four aspects, brand positioning, channels, means and development.更多还原