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随着我国农产品商品化程度的提高,特别是在我国加入WTO以后,农业在许多方面走向国际化,农产品出现了更为激烈的竞争,在市场上有品牌的农产品正逐步排斥无品牌的农产品,农产品的竞争越来越表现为品牌的竞争。品牌竞争是产品竞争的深化与延续。当产业发展进入成熟阶段,产业竞争充分展开时,品牌成为农产品竞争的一个越来越重要的因素。一个企业所生产的某种农产品及加工品,一旦成为名牌产品,就能获得超越一般水平的市场竞争力。因此,农产品品牌特别是名牌的塑造就成为提高农产品市场竞争力的一项重要的战略措施。
With the improvement of commercialization of agricultural products in our country, especially after China’s accession to the WTO, agriculture has become more internationalized in many aspects, and there has been more intense competition in agricultural products. In the market, the agricultural products with brands are gradually excluding non-brand agricultural products, The competition of agricultural products is more and more manifested in the brand competition. Brand competition is the deepening and continuation of product competition. When the industrial development has entered a mature stage and the industrial competition has fully started, the brand has become an increasingly important factor in the competition of agricultural products. A certain kind of agricultural products and processed products produced by an enterprise, once it becomes a brand-name product, will be able to obtain market competitiveness that exceeds the general level. Therefore, the shaping of agricultural products brand, especially famous brand, becomes an important strategic measure to improve the market competitiveness of agricultural products.