新疆兵团农业产业化企业品牌建设

阐述了兵团农业产业化龙头企业品牌建设现状：一是龙头企业规模普遍较小,品牌建设滞后;二是品牌知名度依赖于产品＂声誉＂,品牌营销难度大;三是组织行政管理代替企业经营管理,＂品牌＂管理混乱;四是品牌营销观念落后,热衷于＂牌名＂推广;五是品牌资产经营意识淡漠。基于制度和区域视角,重点从组织多重目标、区域地理环境、观念、发展思路等方面对企业品牌成长制约性因素进行探究,结果表明,兵团组织目标多重性是制约品牌成长内生障碍因素,区域地理环境和市场的封闭性是品牌成长的市场环境制约因素。提出了破解农业产业化企业品牌化难题的对策和建议：一是政企分离,战略规划是企业品牌建设和发展之根本;二是转变思想观念,正确认识品牌建设;三是正确运用品牌战略,加速优势资源转换进程;四是统筹城乡发展,破解绿洲经济制约品牌成长难题。

Construction of Agricultural Industrialized Enterprise Brands of Xinjiang Corps

The current situations of the brand establishment of the leading enterprises of the agricultural industrialization in the corps were discussed.The scale of most leading enterprises is smaller and the brand establishment lags.The brand popularity depends on the reputation of products and the marketing of brands has great difficulty.The organization administrative management replaces the operation management of enterprises and the brand management is confused.The conception of the beand marketing lags and the enterprises are wild about the popularization of brands.The management consciousness of brand assets is faint.From the views of institution economics and region economics,the obstructive factors of the growth of the enterprises' brands were explored from the aspects of the multiple targets of organization,the regional geographical environment,conception,development thought.The results showed that the multiplicity of the organization targets of the corps was the endogenous obstructive factor that constrained the growth of brands.The closure property of the regional geographical environment and market was the restricting factor of market and environment of the brand growth.Some countermeasures and suggestions for solving the difficulty of enterprise brand orientation of agricultural industrialization were proposed.The government and enterprises should be separated.The strategic planning was the foundation of the building and development of enterprise brands.The idea conception should be changed and the brand construction should be known right.The brand stratagem should be right used and the transform process of superior resources should be accelerated.The rural and urban development should be coordinated and the difficulty of the brand growth constrained by the oasis economy should be broken up.