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云南高原特色农业品牌战略探析 被引量:11

Exploration on the Brand Strategy of Plateau Characteristic Agriculture in Yunnan Province
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摘要 本文主要从品牌管理视角来讨论高原特色农业的发展,认为高原特色农业发展的目的是走出高原,参与国内及国际市场竞争,而在与其他地区农产品市场竞争胜出的决定性因素是品牌。并对高原特色农业品牌战略的制定方法、结构体系进行分析,指出品牌战略的突破点是企业品牌战略,实施品牌战略是优化高原特色农业产业结构、提升产业竞争力,产品附价值及市场占有率的有效途径。 From the vision of brand management,in the paper the development of plateau characteristic agriculture was discussed.The opinion was proposed that the intention of plateau characteristic agriculture development was to go out the plateau to compete with the domestic and foreign agriculture market and the key success factor was brand strategy.The planning method and structure of plateau characteristic agriculture brand strategy were analyzed and it was pointed out that the breakthrough lied in brand strategy of firm.Brand strategy could contribute to the optimization of the agricultural industrial structure,the enhancement of competitiveness and the increase of additional value and market share.
出处 《农业网络信息》 2013年第6期119-122,共4页 Agriculture Network Information
关键词 高原特色农业 品牌战略 企业 竞争力 plateau characteristic agriculture brand strategy firm competitiveness
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参考文献4

  • 1迈克尔波特.竞争战略[M].北京:华夏出版社,2005:10.
  • 2阿尔.里斯、杰克.特劳特.定位[M].北京:机械工业出版社,2011.
  • 3凯文.莱恩.凯勒.战略品牌管理[M].北京沖国人民大学出版社’2009.
  • 4徐体义,等.云南高原特色农业发展系列报道[M].云南日报,2012.

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