C市农产品品牌建设现状及发展研究.doc

摘要：重庆是一个有着2000多万农村人口的直辖市，“三农”问题十分突出，重庆市致力于打造更具影响力的农产品品牌，在发展的同时我们应当树立“品牌兴市，品牌强市”的思想，以企业为主体，以市场为导向，以优势资源和特色产业为重点，以创建品牌、经营品牌、提升品牌和延伸品牌为核心，建立“政府推动、部门联动、企业主动”的品牌建设机制，积极引导企业争创优势品牌，大力扶持优势企业做大、做强品牌，通过实施品牌战略，推进结构优化，加快产业升级，形成我市具有强大市场竞争力的农产品品牌群。

　　　本文从我市现有的农产品品牌入手，了解现有的农产品品牌，根据现有的品牌了解我市农产品品牌的发展现状，并从发展过程中所存在的问题当中找到解决的办法来发展我市的农产品品牌。使我市的农产品品牌能够更具有市场竞争力，能更好地在发展农产品品牌这条道路让更多农民的生活得到改善。

关键词：市场营销 品牌  农产品  重庆市

ABSTRACT：Chongqing is a municipality directly under the central government with more than 2000 rural population, and Issue of Sannong is very outstangding. With committed to building brand of agricultural products, Chongqing should set up the ideas of “Brand can prosper the market” and “Brand can strengthen the market. Chongqing should establish the concept of enterprise as the main body, market as the guidance, advantage resources and characteristic industry as the focus and brand creation and brand management and brand promotion and brand extension as the core. It must establish and improve the brand construction mechanism of “government promotion, coordinated by multi department, enterprises activation”, actively guide enterprise creating brand, vigorously support superior enterprises and stronger brand. Through the implementation of the brand strategy, the promotion of the structure optimization, and speed up of the industrial upgrading, Chongqing can form the advantage of agricultural products brand of our city.

　　　This article obtains from the existing agricultural products brand in our city, and understands the existing agricultural products brand. According to the existing brands, we know our agricultural products brand development present situation, and find a solution for the problems, and in order to develop the city brand of agricultural products. This makes the our city agricultural product brand can has more market competitiveness, and better development of agricultural products brand can let more farmers life better.

Key words: marketing; brand; agricultural products; Chongqing

　　　在当今农产品市场竞争日益加剧的情况之下，实施农产品品牌化的战略，能够有效的推进农业产业结构的调整，赢得更多的竞争优势，更好的促进高效生态的农业产业的发展。重庆作为一个农业问题十分突出的城市，发展现代农业的品牌化更是刻不容缓的市场要求，重庆农业的品牌化还处于一个起步的阶段，各种相关的政策措施和配套设备还不完善，还需要不断的努力完善现有的品牌机制来加强市场竞争力。首先，我们应当了解我市农业的发展现状，我市是农业人口占多数的城市，农业是我市的基础经济，我们必须在确保农业有良好的发展的情况下来发展我市的农业品牌化，从而使得农业经济能取得突破性的成就，提高农民的收入。其次，我市需要从我市已有的农业品牌中分别找出我市有代表性的具有良好基础的农业品牌和基础相对较弱的品牌，并分别找出它们的优势和劣势，只有找出自己现有的不足并且进行详细、正确的分析，才能知道我市在发展农业品牌化的道路上所存在的问题是什么，才能在下一步的发展中进行不断改进、纠正。最后，在找出问题之后，我们要采取相应的积极的措施进行改进，并且制定因地制宜的方法来配合我市农业品牌的发展和相关的配套工业的改进，确保我市的农业品牌能有更好的持续的发展，并能在市场中取得更好的市场竞争力，争取能够早日进入国际市场。