____论文：浅谈寿光农产品品牌建设及品牌化市场效应.doc

题 目：浅谈寿光农产品品牌建设 —以寿光蔬菜为例 摘要 自古至今，无可厚非，农业是人生之根本。我国农业经历了建国之初的“大跃进”，改革开放的家庭联产承包责任制实现了现在农业生产的大发展。2001年我国加入WTO后，在全球竞争的态势下，我过农产品生产已经从数量竞争逐渐转化为产品的质量竞争，优质农产品供给不足成为阻碍我国农业发展的首要因素。在现代农业发达国家，建设农产品的品牌，提高市场竞争力，增加生产者的收入是实现农产品价值的有效方式之一。我国农业现代化水平发展不完善，农产品国际竞争力薄弱，建设农产品品牌，提高农产品质量，提升国际竞争力具有重要作用。农产品品牌作为市场竞争的无形资产存在于市场中，实现农产品品牌的建设有利于农业结构调整，有利于实现农业生产的规模化、产业化、商品化。 关键词：农产品品牌，寿光蔬菜 Abstact Since ancient times, understandable, agriculture is the fundamental of life. The founding of Chinas agriculture has experienced the beginning of the Great Leap Forward, the household contract responsibility system reform and opening up now achieved great development of agricultural production. After 2001 China joined WTO, the global competitive situation, I had agricultural production has gradually transformed from quantity to quality competition competing products, lack of quality supply of agricultural products as the primary factors hindering agricultural development in China. In modern agriculture in developed countries, building the brand of agricultural products, improve market competitiveness, and increase the income of producers is an effective way to realize the value of agricultural products. Chinas development level of agricultural modernization imperfect, weak international competitiveness of agricultural, construction, agricultural brand, improve the quality of agricultural products, improve the international competitiveness plays an important role. As competition in the market of agricultural products brand intangible assets exist in the market and achieve brand building in favor of agricultural adjustment of agricultural structure, conducive to the realization of large-scale agricultural production, industrialization and commercialization. KEYWORDS: agricultural brand, Shouguang Vegetable 目录 摘要 2 关键词 2 Abstact 3 KEYWORDS 3 绪论 6 （一）研究的背景 6 （二）研究的目的与意义 6 1.研究的目的 6 2. 研究的意义 7 （三）国内外研究现状 7 1、国外研究现状 7 2、国内研究现状 8 第一章 农产品品牌建设的相关概念及意义 9 （一）品牌及农产品品牌概念 9 1.品牌的内涵 9 2.农产品品牌建设的意义