| 我国农产品品牌发展战略定位和策略 |
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| 引用本文： | 李敏.我国农产品品牌发展战略定位和策略[J].改革与战略,2010,26(2):90-92,107. |
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| 作者姓名： | 李敏 |
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| 作者单位： | 武汉科技大学文法与经济学院,湖北,武汉,430065 |
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| 基金项目： | 湖北省教育厅人文社会科学重点项目:农产品品牌创建和管理研究，湖北省中小企业研究中心科研项目:中小企业应对危机的品牌投放与营销创新研究 |
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| 摘 要： | 文章针对我国农产品品牌的主要特点和品牌建设的实际现状，围绕农产品品牌价值提升这一核心目标，借鉴国外先进经验，对我国农产品品牌发展战略定位和策略进行探讨。提出运用工业思维发展农产品品牌物质基础；运用品牌营销构建农产品品牌的内涵和整体形象；培育品牌发展和谐的市场环境；充分发挥政府宏观调控职能；完善品牌发展的长效机制，为政府和企业发展农产品品牌，参与国际竞争提供决策依据。
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| 关 键 词： | 农产品 战略定位 工业思维 品牌营销 |
On the Strategic Orientation of Developing Agricultural Products Brand in China |
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| Li Min.On the Strategic Orientation of Developing Agricultural Products Brand in China[J].Reformation & Strategy,2010,26(2):90-92,107. |
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| Authors: | Li Min |
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| Institution: | Li Min (College of Literature ＆ Law and Economics, Wuhan University of Science and Technology, Wuhan, Hubei 430065) |
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| Abstract: | Based on the main characteristic of agricultural products brand in China and the fact of brand building, by revealing the core objectives of agricultural brand value promotion and referencing the advanced experience abroad, the management ideas of agricultural brand are discussed. Using the industry thinking to develop agricultural brand material basis; using the brand marketing to construct the connotations and unitary feature of agricultural products; cultivating the harmonious market environment; giving full play to the government＇s c functions to consummate a long-effect mechanism in the brand-building and provide policy decision for the government to grow agricultural brand and participate in international competitiveness. |
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| Keywords: | agricultural product strategic orientation industry thought brand marketing |
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