福建省食品工业培育自主品牌战略研究食品加工与安全专业论文.docxVIP

I I 福建省食品工业培育自主品牌战略研究 摘 要 近年来福建省食品行业发展迅速，在全省产业结构中的地位越来越重要，在省委省政 府的带领下不断加大发展力度，引导食品企业按照“无标创标、有标创牌”的思路，积极 创建食品行业知名品牌，用品牌建设带动企业发展，用品牌开拓国内外市场。经过这几年 的发展福建省已经逐步创建了一批拥有竞争实力、具有区域优势、具有较高知名度的品牌 产品如银鹭食品、雅客食品、福马食品等，但与国外发达国家或者国内经济发展较快的省 份相比，还存在很大的差距与不足。因此，本论文首先对品牌建设理论等相关理论进行了 详细阐述，对品牌的定义、自主品牌的作用以及自主品牌建设的影响因素等方面进行了疏 理与分析，为食品工业培育自主品牌提供了理论依据。同时通过收集相关数据、历史资料 和对福建省食品工业自主品牌培育的现状及特点进行认真的调查和总结，在实践调研的基 础上充分运用实例分析和理论分析、宏观分析与微观分析相结合的分析方法。具体分析了 当前福建省食品工业自主品牌培育发展面临的困境与发展瓶颈，并借助 SWOT 分析法对当 前福建食品工业自主品牌培育发展的基本情况进行详细分析，揭示了福建省食品工业走培 育自主品牌发展之路的必要性，最后在此基础上提出了福建省提高食品工业培育自主品牌 能力的对策。 关键词 福建省，自主品牌培育，食品工业，对策 II II Fujian Province Food Industry Breed Own Brand Strategy Research Abstract In recent years, Fujian food industry is developing fast. It plays a more and more important role in the provincial industrial structure and speeds up the development efforts with the leadership of the Fujian provincial government, who are guiding food industry to positively set up famous brands according to the idea of “no brand to brands, brands to famous bands ”. The industry is trying to make use of the brand building to drive industrial development and broaden domestic and foreign markets. Through years of development, the industry has gradually set up a group of competitive and famous brands with regional advantages, such as Yinlu Food, Yake Food and Fuma Food etc. However, there are big differences between foreign developed countries and rapid economic growth provinces in our country. In this article, brand development theories will be stated in detail, the definition of brand, the function of self-owned brand and the influencing factors of self-owned brand construction will be sorted out and analyzed. All these provide theory basis for the cultivation of self-owned brand. Moreover, related data and historical materials will be collected. And the current situation of self-owned brand cultivation in Fujian food industry will be surveyed and concluded seriously. On the basis of practice and research, I will make full