西南边疆地区农业企业品牌建设的影响因素与发展对策

Influential Factors and Development Strategies of Brand Construction of Agricultural Enterprises in the Southwest Frontier Region

西南边疆地区农业发展是带动边疆地区经济发展的核心驱动力,品牌建设是边疆西南地区农业企业战略中的关键也是重要难题。当前西南边疆地区农业企业品牌化建设程度较低,但优质种质资源及地形与气候等优势条件为打造农业企业知名品牌奠定基础,本文通过深入剖析,得出质量与品质、服务与信誉、技术创新、营销与市场推广、政府支持等是西南边疆地区农业企业品牌建设的主要影响因素,提出找准品牌定位、培养品牌意识、加大科研投入的发展对策,以为增强西南边疆地区农业企业竞争力提供参考。

Agricultural development in the southwestern frontier region is the core driving force driving economic development in the frontier region.Brand building is the key and important problem in the strategy of agricultural enterprises in the southwestern frontier region.At present,there are not many influential agricultural enterprise brands in the southwest of the frontier,but the superior conditions such as high-quality germplasm resources and terrain and climate lay the foundation for building well-known brands of agricultural enterprises.This article analyzes quality,service and reputation,technological innovation,marketing and market promotion,and government support are the main influencing factors for the brand construction of agricultural enterprises in the southwestern borderland,and put forward development strategies for identifying brand positioning,cultivating brand awareness,and increasing investment in scientific research,in order to enhance the competitiveness of agricultural enterprises in the southwestern borderland reference.