赣南脐橙品牌竞争力提升研究-工商管理专业论文.docxVIP

HYPERLINK \l _bookmark0 摘 HYPERLINK \l _bookmark0 摘 要 万方数据 万方数据 摘 要 赣南脐橙品牌广为人知，驰名全国，曾多次在江西省农业博览会、农业展 览会上获得佳品称誉，众多国内外的专家、学者一致认为赣南脐橙果形好、色 泽鲜、香味浓、肉质脆、是中国唯一能与美国“新奇士”竞争的果品。赣南脐橙获 得国家“地理标志”产品保护、证明商标、“中华名果”等称号，被列为全省重点扶 持农产品品牌之首。被列入国家 11 大优势农产品区域规划，“赣南脐橙”品牌荣 获全国“十佳区域公用品牌”之首。 赣南脐橙的发展取得了较大的成绩，但目前赣南脐橙的发展还存在一些问 题，主要表现在：在生产方面，平均单产低，商品果率低，品种单一，种值规 模还有待扩大；在销售方面，重生产、轻市场、重数量、轻品质的观念比较牢 固，质量意识、市场意识、品牌意识，市场营销都比较薄弱，国内外市场都有 待开发；在产品深加工方面，存在深加工不足，产业链不长，相联配套产业不 发达，产业集约程度不高等现状。 本文从赣南脐橙发展现状及品牌经营中存在的问题进行了研究，并且对美 国“新奇士” 脐橙成功原因进行了详细的分析，对赣南脐橙品牌的建设和进一步 发展提出了一系列具有可操作性的规划和建议，这些规划和建议针对性强，有 利于促进赣南脐橙品牌全面、健康、可持续发展，并可推广至促进其他农产品 品牌的构建和发展，也可为相关政府主管部门的工作提供重要参考，亦可为相 关企业提供决策依据。 关键词：赣南脐橙；品牌；品牌竞争力；提升对策 I 目录 目录 ABSTRACT Gannan Navel Orange, a national-famous brand, has been rewarded the best in Jiangxi Agricultural Fair and Agricultural Exhibition. Many a national and international experts and scholars universally recognize it as the only food product which can compete with American Sunkist chracterized by its pretty fruit shape, fresh color, rich fragrance and crisp flesh. It has had an access to Geographical Mark Protection Product , certification marks, the Chinese Fruit . It was included in the constructive plan of 11 most competitive regional agricultural products, The brand of Gannan Navel Orange has won the Top Ten Regional Public Brand and comes first, certainly it is ranked in the first place of our provincia-aided agricultural brands. The Gannan Navel has improved a lot, yet there are still a lot of problems. It demonstrates mainly in the following aspects. First, for the production, it is low in both the yield of per unit area and rate of commodity fruit; the variety is dull and the scale of growing is limited; second, for the sales, it is deep-rooted that quantity is more important than quality and production is prior to martket. The farmers and local government lack quality and market awareness. Brand and marketing awareness are also neglected. Thus it has great space in homeland and aboard develop