摘要
当前浙江正处于从传统农业到现代农业、从产品营销到品牌营销转型升级的关键阶段，农产品的竞争已由价格竞争、质量竞争、服务竞争转向了品牌竞争。本文在浙江省实证调研的基础上分析农产品品牌的发展状况，研究农产品品牌建设存在问题及其原因，从总体上把握浙江农产品品牌发展的脉搏，为构建农产品品牌发展策略提供依据。
At present, Zhejiang is in the key stage of transformation and upgrading from traditional agriculture to modem agriculture, as well as from product marketing to brand marketing. The competition of agricultural products has changed from price competition, quality competition and service competition to brand competition. Based on the empirical research in Zhejiang Province, this paper analyzes the development status of brands of agricultural products, studies the problems existing in the construction of brands of agricultural products, summarizes the reasons and grasps the pulse of brand development of Zhejiang agricultural products on the whole, in order to provide the basis for the development strategies of brands of agricultural products.
作者
杨再春
吴秀水
YANG Zaichun;WU Xiushui(Wenzhou Vocational College of Science and Technology,Wenzhou 325006,China)
出处
《温州科技职业学院学报》
2018年第2期9-14,共6页
Journal of WenZhou Vocational College of Science And Technology
基金
浙江现代农业中小企业研究基地2016年度立项课题（zny2016001）
关键词
农产品品牌
发展状况
问题及对策
Zhejiang province
brands of agricultural products
development status
problem and measures
