10126-31903130
分类号密级
U D C 编号
内蒙古大学
基于区域公用品牌视角的
“天赋河套”营销策略研究
学院：经济管理学院
专业： 工商管理
研究方向：营销管理
学生姓名： 李少杰
指导教师： 黄小葵
2022 年 6 月原 创 性 声 明
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日 期： 2022 年 6 月 日 期： 2022 年 6 月
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日 期： 2022 年 6 月 日 期： 2022 年 6 月 摘 要
建设农产品区域公用品牌已经成为推进地区特色农产品发展的重要手段，一
个农产品区域公用品牌的打造，不仅可以推进乡村振兴，一定程度上提升当地的
农业水平，还可以塑造地区品牌形象，增强当地产品市场的竞争力，实现特定产
品的区域化发展，有利于拓展当地企业和农民的致富渠道。巴彦淖尔市地处河套
平原腹地，北纬 40°黄金农业种植带，水土光热组合优势显著，粮油、果蔬、肉
乳绒、饲草、蒙中药材、生物质能等“六大”基础设施产业完备，是我国重要的
粮食生产基地，拥有深厚的农牧业发展基础。巴彦淖尔市在经济政策方面提出了
建设“河套全域绿色有机高端农畜产品生产加工服务输出基地”发展战略，以“天
赋河套”区域品牌为发展方向，促进农业产业的转型，形成绿色农业发展模式。
但目前在品牌营销中遇到品牌营销范围局限，消费者认知度低；产品数量种类少，
创新性较差，附加值较低；渠道不畅；定价策略较为单一；品牌的授权和管理工
作还存在漏洞；缺乏技术人才等问题。希望通过本论文的研究对出现的问题提出
解决的办法和建议。
本文基于区域公用品牌的视角，研究“天赋河套”品牌的营销策略。首先在
借鉴国内外农产品区域品牌理论基础之上，探究“天赋河套”品牌的发展状况，
研究发现“天赋河套”品牌在市场营销方面存在问题。其次运用 SWOT 分析法对
企业的营销环境进行探讨，以 STP 理论挖掘“天赋河套”的战略策略。在4P 营
销理论的基础上，提出严格“天赋河套”产品授权管理办法；深层次开展产品研
发；增加产品数量和种类；统筹生态环境综合治理；以规模化促进标准化；会员
和组合定价策略；“政策引流”线上线下渠道共同布局；建设高标准仓库；完善
“天赋河套”品牌宣传方案，运用好线上线下宣传渠道；开展商标保护及注册工
作；塑造河套文化品牌形象的对策。将加强品牌“智力”、构建理赔机制、运营
好农业发展基金、聚焦人才引进和培养作为提升保障措施，促进“天赋河套”品
牌的运营发展。
关键词：“天赋河套”，农产品区域公共品牌，市场营销
IAbstract
Building a regional public brand of agricultural products has become an important
means to promote the development of agricultural products with regional
characteristics. The building of a regional public brand of agricultural products can not
only promote rural revitalization, but also enhance the local agricultural level to a
certain extent, shape the regional brand image, enhance the competitiveness of the
local product market, realize the regional development of specific products, and help
expand the channels for local enterprises and farmers to get rich. Bayannur City is
located in the hinterland of Hetao Plain, in the golden agricultural planting belt of 40
north latitude, with significant advantages in combination of water, soil, light and heat.
The "six major" infrastructure industries such as grain and oil, fruits and vegetables,
meat and milk, forage, Mongolian and Chinese medicinal materials and biomass
energy are complete, and it is an important grain production base in China, with a
profound foundation for the development of agriculture and animal husbandry.
Bayannur City put forward the following economic policies build the development
strategy of "Hetao Global Green Organic High-end Agricultural and Livestock
Products Production and Processing Service Export Base", take the "Tianfu Hetao"
regional brand as the development direction, promote the transformation of agricultural
industry, and form a green agricultural development model. However, at present, in
brand marketing, the scope of brand marketing is limited and consumers; awareness is
low. There are few kinds of products, poor innovation and low added value; Poor
channels; The pricing strategy is relatively simple; There are still loopholes in brand
authorization and management; Lack of technical talents and other issues. I hope that
through the research of this paper, I can put forward some solutions and suggestions to
the problems.
Based on the perspective of regional public brand, this paper studies the
marketing strategy of "Tianfu Hetao" brand. Firstly, based on the theory of regional
brand of agricultural products at home and abroad, this paper explores the development
of "Tianfu Hetao" brand, and finds that there are some problems in marketing.
Secondly, SWOT analysis is used to analyze The marketing environment of enterprises
IIis discussed, and the strategic strategy of " Tianfu Hetao" is excavated with STP theory.
On the basis of 4P marketing theory, it puts forward the strict product authorization
management method of "Tianfu Hetao"; Carry out product research and development
in depth; Increase the number and variety of products; Overall planning and
comprehensive management of ecological environment; Promote standardization by
scale; And member pricing strategy; The online and offline channels of "policy
drainage" are laid out together; Build a high-standard warehouse; Improve the brand
promotion plan of "Tianfu Hetao" and make good use of online and offline publicity
channels; Carry out trademark protection and registration; Countermeasures for
building the brand image of Hetao culture. Strengthening the brand;s "intelligence",
building a claim settlement mechanism, operating agricultural development funds well,
and focusing on talent introduction and training are the safeguard measures to promote
the operation and development of "Tianfu Hetao" brand.
Key words:"Tianfu Hetao",Regional public brand of agricultural products,Marketing
III