基于SWOT分析法肇源农场绿色大米品牌发展研究

Research on the Development of Green Rice Brand in Zhaoyuan Farm Based on SWOT Analysis

当前大米市场竞争已转变为品牌之间的激烈角逐,品牌成为消费者选购商品的重要依据。针对大米品牌建设,黑龙江省肇源农场做出了许多积极的探索,但与省内知名稻米品牌相比仍有较大差距,采用SWOT分析法对肇源农场大米品牌发展的内部优势、劣势,外部机会、威胁进行总结,并以此提出品牌发展的对策。

At present,the competition in rice market has changed into a fierce competition among brands,and brand has become an important basis for consumers to choose and buy goods. Zhaoyuan Farm in Heilongjiang Province has made many positive explorations in the construction of rice brand,but there is still a big gap with famous rice brands in the province. Therefore,this paper uses SWOT analysis to summarize the internal advantages,disadvantages,external opportunities and threats of rice brand development in Zhaoyuan Farm,and puts forward countermeasures for brand development.