目录....................................................2...............................................3...............................................4........................................4..........................................4..........................................4........................................5......................................5......................................5..........................................6........................................6.........................6........................................7..................................7..................................7............................................7..........................................7........................................8........................................8.....................8....................................8...........................10.....................10.........................10.....................10.............11...........................11.................11...............11.............11......................12.............................................12.....................12...........................12.............................................12...................13.................................13.............................................13...............................13...................................13.............................................14......................................14.........................................14...............................15....................15.............................................15.......................16.............16...................16.............................................17...............17........................17...................18.............................................18.......................18...................18..........................................19摘要当今我国农业发展进入全新的阶段,农产品市场实现了从产品短缺到充足的巨大飞跃,农业生产的目的不再仅仅是为了解决日常温饱,更是为了推动升级产业结构,提升市场竞争力,在此基础上塑造农产品区域品牌成为实现该目标的关键手段;不仅如此,随着城乡居民生活水平的不断提高,对农产品的安全性更加重视,在购买农产品的时候不再一味以价格为购买标准,越来越注重产品的品牌,这反映了产品品牌化战争已经开始打响。本文从农产品区域品牌的有关概念和国内外现有理论基础出发,以信阳毛尖品牌塑造为例,对信阳毛尖区域品牌的发展现状进行分析,阐释信阳毛尖品牌塑造现状,并进行SWOT分析,分析品牌内部优劣势和外部机会难题,在此基础上运用实地调查法、文献研究法,参考信阳毛尖区域品牌发展主体,从政府(政策扶持)、企业(资金技术、科技创新水平)及农户(能力、素质)三个大方面对信阳毛尖区域品牌塑造提出建议和对策。一方面为了促进信阳毛尖区域品牌更好的发展,另一方面也为河南省农产品区域品牌发展提供借鉴。关键词:农产品;区域品牌;品牌塑造ABSTRACTAtpresent,theagriculturaldevelopmentofourcountryhasenteredanewstage,theagriculturalproductmarkethasrealizedtheleapfromshortagetoabundant.Thepurposeofagriculturalproductionisnotonlytosolvethedailyfoodandclothing,butalsotopromotetheupgradingoftheindustrialstructure,improvethecompetitivenessofthemarket,andtoshapetheregionalbrandofagriculturalproductsisthekeymeanstoachievethisgoal;notonlythat,withthecontinuousimprovementofthelivingstandardofurbanandruralresidents.Moreattentionispaidtothesafetyofag...