摘要
SWOT模型作为重要的战略分析工具在实践中有着广泛的应用,但是也存在着分析结果不精确、不完善等局限性。本文利用改进后的SWOT矩阵模型对发展新疆农产品品牌内部优势和劣势、外部机遇和威胁的主要影响因素进行了系统总结归纳。从内部看,新疆农产品品牌具有自然资源、产业基础和地域文化等优势,但同时存在区位、品牌主体和市场体系等劣势。从外部环境因素看,新疆农产品品牌存在着国家惠农产业政策、产品质量安全意识和消费需求升级等机会,但也存在着国际经济贸易环境恶化、主导品牌竞争激烈和农产品生产特性限制等威胁。在此基础上,明确提出了"增"、"创"、"改"、"借"等促进新疆农产品品牌发展的四种品牌战略及选择路径。
As an important analysis method in strategy management, SWOT model is widely used. However, it has some shortcoming as well. This paper is based on the mended SWOT model to analyze the brand strategy of agricultural products in Xinjiang. The advantages and disadvantages of agricultural brand product as well as its opportunities and threats in Xinjiang were comprehensively analyzed and four corresponding strategies were put forward.
出处
《新疆财经大学学报》
2010年第3期12-17,共6页
Journal of Xinjiang University of Finance & Economics
基金
新疆维吾尔自治区高校科研计划项目<欠发达地区农产品品牌路径演化及战略选择--以新疆为例>(项目编号:XJEDU2009S81)的阶段性研究成果
关键词
SWOT模型
新疆农产品
品牌战略
SWOT model
agricultural products in Xinjiang
brand strategy
