海南省热带农产品品牌建设的SWOT分析及对策研究

我国是农业生产大国,海南省地处我国热带地区,热带农业的发展尤其是热带农产品的市场营销一直以来备受海南省委省政府的重视。本文通过对海南省农产品相关概念的界定,运用SWOT分析方法对海南省热带农产品品牌建设进行研究,系统的分析海南省热带农产品的品牌建设过程中所具有的优势、劣势、机会与威胁,并提出相应的战略对策,拟通过对热带农产品品牌的建设来增强海南省热带农产品的市场竞争力,从而进一步开发海南省农产品市场,确保海南省热带农产品的有效流通,最终实现农业生产经营者的增产增收。

The SWOT Analysis and Countermeasures of Tropical Agricultural Products Brand Construction in Hainan Province

China is a big agricultural producing country, and Hainan Province is located in the tropical regions of China. The development of tropical agriculture, especially the tropical agricultural products marketing, has been greatly emphasized by Hainan Provincial Government. The concept of agricultural products produced in Hainan was defined, based on which the tropical agricultural products brand construction in Hainan Province was analyzed by SWOT analysis. The advantages, disadvantages, opportunities and challenges of the agricultural products brand construction in Hainan were also discussed, and some corresponding strategic countermeasures were put forward. Agricultural products brand construction could enhance the market competitiveness of Hainan's tropical agricultural products for further development of agricultural products market in Hainan, effective circulation of tropical agricultural products, and finally an increase in production and income of agricultural production operators in Hainan Province.