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1、毕 业 论 文题 目： 青海门源油菜提升品牌竞争力问题研究 学 生 姓 名： 焦 敏 学 号 ： 0634105135 指 导 教 师： 田 巧 玲 专 业 年 级： 2006 级市场营销 所在学院和系： 财经学院工商管理系 完 成 日 期： 2010 年 6 月 4 日 答 辩 日 期： 2010 年 6 月 12 日 摘要财经学院工商管理系 I摘要随着中国经济市场开放程度和市场化进程的日益深化，品牌已成为现代市场经济的重要方面。具有品牌竞争优势的产品较同类产品市场影响力大、占有率高、附加值高、生命周期长，消费者购买产品时更侧重于品牌价值。青海省门源回族自治县是北方小油菜的故乡，是中国的春油
2、菜的主产区之一，在民间有“门源油，遍地流”的说法。因而门源的油菜在青海有着明显的种植、加工优势和较高的知名度，但却不具有较强的品牌竞争力，门源县所产的油菜籽大部分以原材料的形式廉价销向了外市场，销出的油菜籽却在其他地区被加工成菜籽油，再配上包装贴上品牌销往各地，因此品牌竞争力不强严重阻碍了门源油菜的发展。文中以品牌和品牌竞争力的相关理论为指导，采用文献分析法，调查分析法，比较分析法，分析与综合相结合等科学方法进行研究，结合有关门源油菜的资料，分析了青海门源油菜现状和门源油菜品牌竞争力的优势及在提升品牌竞争力方面存在的问题，并提出提升青海门源油菜品牌竞争力的对策，以期为打造门源油菜品牌，提升品牌
3、竞争力能有所启示。关键词：青海门源，油菜，品牌，品牌竞争力AbstrctII 财经学院工商管理系THE RESEARCH ON ENHANCING THE COMPETITIVENESS OF THE BRAND OF RAPESEED IN MENYUAN COUNTY OF QINGHAI PROVINCEAbstractWith the increasing exacerbation of the openness of Chinese market economy and Market process, brand has become an important aspect of m
4、odern market economy. The products which have the advantage of brand competition have more market influence,market share,added-value and vitality than similar products. Consumers put more emphasis on brand value while buying products. Menyuan Hui Autonomous County in Qinghai Province is the homeland
5、 of the rapeseed in the north of China and it is one of the main regions of spring rapeseed , there is a statement of Menyuan County is oil everywhere among folks.So the rapeseed of Menyuan County has clear advantages of growing and processing and high reputation in Qinghai Province,but it does not
6、have the strong competitiveness of brand. Most rapeseed of Menyuan County is sold to the foreign market cheaply in the form of raw materials,the rapeseed sold will be processed into oil,then decorated with brand and packed together and sold to all areas finally.Therefore,the poor competitiveness of
7、brand has hindered the development of rapeseed in Menyuan County seriously. According to related theory of brand and the competitiveness of brand as guides in the paper,this thesis has analyzed the situation of brand competitiveness of rapeseed in Menyuan County at present and the problem of enhanci
8、ng the competitiveness of the brand of rapeseed in Menyuan County ,studying by scientific methods of document analysis, survey analysis, comparative analysis,combination of analysis and synthesis etc,also combining the information on rapeseed in Menyuan County. In the end,a solution is then proposed
9、 to strengthen the competitiveness of the brand of rapeseed in Menyuan County in order to create the rapeseed brand building in Menyuan County and give some inspirations on augmenting the competitiveness of the brand.Key words: Menyuan County of Qinghai Province, rapeseed, brand,competitiveness of the brand目录财经学院工商管理系 III目录绪论 .11 品牌竞争力理论综述 .11.1 品牌的基本理论 .11.1.1 品牌的定义 .11.1.2 品牌的作用 .21.1.3 品牌资产 .21.2 品牌竞争力理论 .21.2.1 品牌竞争力的含义 .21.2.2 品牌竞争力的特征 .32 青海门源油菜现状 .32.1 青海门源油菜的外部环境 .32.1.1 政治环境 .32.1.2 经济环境 .32.1.3 自然环境 .
