农产品区域品牌建设研究—以五常大米为样本 毕业论文.doc

农产品区域品牌建设研究—以五常大米为样本 摘 要 近年来，随着我国农产品市场逐步有序的对外开放, 国外品牌农产品大量进入国内市场，农产品市场竞争越来越激烈，因此建设地方特色农产品区域品牌, 走精品化的农业发展道路, 已成为我国各地建设现代农业、促进农民增收的必然选择。实施农产品品牌建设，是提高我国农产品市场竞争力的重要途径，而选择农产品区域品牌建设则是适合我国农业实际情况的理想选择。 文章在对农产品区域品牌建设的基本思路概述的前提下重点对五常大米进行分析。本文首先阐述了农产品区域品牌建设的目的和意义，然后分别阐述了农产品区域品牌建设的内涵、特征和意义，并在此理论基础上，得出了农产品区域品牌建设的基本思路。最后以五常大米为样本通过实地调研分析，明确了五常市农产品区域品牌建设的现状与存在的问题，并针对所存在的问题，充分挖掘其优势条件，提出了进一步建设农产品区域品牌的具体建议。 关键词：农产品；区域品牌建设；五常大米 Agricultural regional brand construction study-the wuchang rice for samples Abstract In recent years, as China agricultural product market gradually orderly open, foreign brand agricultural products to enter the domestic market, and agricultural products of more and more intense market competition, so place characteristic agricultural construction of regional brand, walk the quality of the agricultural development road, has become our country building modern agriculture, promote the inevitable choice of farmers income.The implement of agricultural brand construction, is to improve the competitiveness of agricultural products in China, and choose agricultural products is an important way to regional brand construction is suitable for Chinas agriculture actual situation ideal choice. Based on the construction of regional brand of agricultural products under the premise of the basic ideas of summary on the so-called wuchang rice for analysis. This paper expounds the construction of regional brand agricultural products of purpose and meaning,Then respectively expounds the construction of agricultural regional brand connotation, characteristics and significance, and on this theory, it is concluded that the agricultural products based on the basic principles in establishing the regional brand.The rice is making sample through the field survey analysis,Clear the wuchang agricultural products brand construction area of the current sit