本文利用 SWOT 战略分析方法，对“东北农嫂”在品牌提升涉及的优势、劣
势、机会和威胁进行了全面的分析。在优势方面，“东北农嫂”具有原产地效应、
销售网络广、交通运输网络发达、种植技术支撑等特点；在劣势方面，“东北农
嫂”未认证绿色农产品，产品种类相对单一，公司成立时间较短，市场占有率相
对较低；在机会方面，不断出现的食品安全问题使消费者更加青睐于有品牌的产
品，通过市场细分起到满足不同消费群体的需求和扩大市场容量的目的，同时，
鲜食玉米行业有巨大的发展空间；在威胁方面，其他品牌的玉米对“东北农嫂”
发起竞争，频发的食品安全问题也影响到消费者对玉米产品的选择，国家政策也
不断提高食品安全的准入机制
根据分析结果，结合品牌的支撑体系结构，提出了 “东北农嫂”品牌形象
提升的对策建议。在“东北农嫂”品牌形象的核心层，建议倡导绿色，提倡健康，
同时不断推陈出新，保持活力；在品牌的内层方面，政府主导，品牌宣传，同时
利用资源，丰富内涵；在品牌的表层方面，利用网络，拓展渠道，同时借助网络，
提升影响力；在品牌外围方面，拓宽渠道，提升知名度，同时着眼未来，走国际
化道路；在品牌提升保障方面，要做好人力资源保障和制度保障，以保障品牌形
象提升策略落到实处
关键词：东北农嫂；品牌形象；提升；SWOT 分析；对策建议II
Abstract
The quality of corn products relates to the health of consumers, so people attach
great importance to their quality and safety and an increasing number of people
believe in brand products more. Jilin corn products enterprises should be based on a
long-term goal and implement the strategy of brand development to move forward to
creating a hundred year brand. When the brand has a certain reputation, the added
value and competitiveness of products will be enhanced naturally. This paper takes
the corn brand Dong Bei Nong Sao as the main research object and aims to put
forward the strategy of brand image promotion suitable for Dong Bei Nong Sao
through the analysis method of SWOT so as to promote the brand development of
Dong Bei Nong Sao corn, and drive the brand development of the northeastern corn
industry to reach the goal of enhancing the market competitiveness of northeast corn
products. Increasing the added value of corn products can effectively increase the
income of farmers in Jilin Province and quickly promote Jilin&39;s economic growth
whose rural population accounts for 44.69%. So, it&39;s very important.
This paper uses the SWOT strategic analysis to conduct a comprehensive
analysis the advantages, disadvantages, opportunities and threats involved in the
brand promotion of Dong Bei Nong Sao. In terms of advantages, Dong Bei Nong
Sao has the origin effect, wide sales network, advanced transportation network, and
planting technical support etc.; in the inferior aspect, Dong Bei Nong Sao has no
certification of green agricultural products. The product type is relatively single. The
company is operated for a short time since its establishment. The market share is
relatively low; in terms of the opportunity, constant food safety issues make
consumers prefer to brand products to meet the needs of different consumer groups
and expand the market capacity through the market segmentation. At the same time,
fresh corn industry has huge development space; as for the threat, other corn brands
compete with Dong Bei Nong Sao. Frequent food safety problems also affect the
consumers’ choice of its corn product. The national policy improves the access
mechanism of food safety continuously.
According to the analysis results, combined with the structure of the brand
supporting system, the countermeasure and suggestion to enhance the brand image of
Dong Bei Nong Sao is put forward. In the core of Dong Bei Nong Sao brand
image, I suggest it advocates green and health, constantly get rid of the stale and bring
forth the fresh and maintain the vitality of the brand; in the inner layer, theIII
government dominates, the band is publicized, with utilization of resources, to enrich
connotation; in terms of brand surface, it should expand its channel through network,
at the same time, enhance the influence by the network.; as for brand surface, it
should widen its channel, enhance its popularity, and focus on the future to
internationalization; as to assurance of brand promotion, it should do well in human
resources assurance and system assurance, to guarantee the implementation of the
brand image promotion strategy.
Keywords：Dong Bei Nong Sao；Brand image；Promote；SWOT
Analysis；Countermeasures and suggestionIV
目 录
摘要... I
ABSTRACT II
第 1 章 绪 论........ 1
1.1 研究背景与意义 ........... 1
1.1.1 研究背景........... 1
1.1.2 研究意义........... 2
1.2 国内外研究现状 ........... 2
1.2.1 国外研究现状....... 2
1.2.2 国内研究现状....... 3
1.3 研究内容与方法 ........... 4
1.3.1 研究目标........... 4
1.3.2 研究内容........... 4
1.3.3 研究方法........... 5
1.4 研究创新点 ... 5
第 2 章 品牌相关理论概述.........6
2.1 品牌基础理论 ..... 6
2.1.1 品牌的概念和内涵... 6
2.1.2 品牌定位........... 6
2.1.3 品牌设计........... 7
2.1.4 品牌形象........... 8
2.1.5 品牌的支撑体系结构. 9
2.2 农产品品牌相关理论 ..... 9
2.2.1 农产品品牌的产生及其作用....... 9
2.2.2 农产品品牌策略.... 10
第 3 章 “东北农嫂”品牌形象建设现状及问题分析...........12
3.1 “东北农嫂”品牌形象建设基本情况 ........... 12
3.1.1 “东北农嫂”企业简介.......... 12
3.1.2 “东北农嫂”品牌形象建设历程.. 13
3.2 “东北农嫂”品牌形象塑造现状及问题分析 ........... 14
第 4 章 “东北农嫂”品牌形象提升 SWOT 分析.....15V
4.1 优势分析 15
4.1.1 原产地效应........ 15
4.1.2 销售网络广........ 15
4.1.3 交通运输网络发达.. 16
4.1.4 种植技术支撑...... 16
4.2 劣势分析 16
4.2.1 未认证绿色农产品.. 16
4.2.2 产品种类单一...... 16
4.2.3 市场占有率低...... 17
4.3 机会分析 17
4.3.1 食品安全带来的机会 17
4.3.2 细分市场带来的机会 17
4.3.3 行业发展带来的机会.....
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