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农业产业化龙头企业利用资本、技术、人才等优势,带动农户发展专业化、标准化、规模化、集约化生产,是现代农业产业体系的重要主体,是实现农业产业化经营的关键。龙头企业作为一种产业组织形式,其经营目的是追求利润最大化。不少龙头企业涉及到畜产品的生产、加工和销售等相关业务。本文分析了农业产业化龙头企业畜产品品牌建设的重要意义及存在的主要问题,从树立畜产品品牌意识、注重品牌命名与设计、加强品牌营销等方面提出了相应对策措施,最后提出龙头企业畜产品品牌建设需要注意的几个关键问题。
Taking advantage of capital, technology and human resources, leading agricultural industrialization enterprises have led farmers to develop specialized, standardized, large-scale and intensive production. They are the main body of modern agricultural industrial system and the key to realizing the industrialization of agriculture. Leading enterprises as an industrial organization, its business objective is to maximize profits. Many leading enterprises related to livestock products production, processing and marketing and other related businesses. This paper analyzes the significance and existing problems of the brand building of livestock products in the leading enterprises of agricultural industrialization, and puts forward corresponding countermeasures from the aspects of establishing brand awareness of livestock products, focusing on brand name and design, and strengthening brand marketing. Finally, Product brand building need to pay attention to a few key issues.