摘要:现今传统农业正向现代农业转变，农产品品牌化势在必然。一方面，消费者的品牌意识日益增强，农产品的竞争压力也逐渐增大，市场进入难度也愈加困难；另一方面，中国加入世贸组织以后，大量国外品牌的农产品涌入国内市场，使农产品的竞争也越来越激烈。在这两方面因素的影响下，我国农产品能否在同国外同类产品的竞争中取得竞争优势，很大程度上还要看农产品的品牌优势。从某种意义上说，今后的市场竞争可以说是品牌和品牌之间的竞争。但是我国目前大多数农产品仍处于“有名品、无名牌”的窘境中，缺乏品牌意识是我国农业参与市场竞争的弱势。因此，对农产品品牌战略的实施刻不容缓。

　　　本论文主要运用基于顾客价值理论来探讨品牌建设，以重庆涪陵榨菜集团股份有限公司为例，从企业的内部环境分析品牌的建设过程，以此更加深入研究这个新型的农业品牌建设模型，提炼出品牌建设过程中的核心要素，认识并揭露在品牌建设中的不足，然后采取最有效的解决方案和对策。

关键词：外部环境 内部分析 品牌建设 对策研究

ABSTRACT:With the development of traditional agriculture to modern agriculture, agricultural products of the brand is becoming more and more important. On the one hand, consumer brand awareness gradually increased, agricultural competitive pressure increasing, market access is much more difficult; On the other hand, after China's entry into the WTO, a large number of foreign brands of agricultural products into the market in our country, which leads to our country agricultural product never leave home, you must participate in the international market competition. Can against this background, our country agricultural products with similar foreign products have competitive advantage in the competition, to a large extent also depends on how hard of agricultural products brand. In a sense, the future market competition is the brand and the brand competition. However, the current our country most of the agricultural products is still at the "embarrassment with famous brand, famous brand", the lack of brand awareness is the soft rib of agriculture in our country to participate in market competition. Therefore, it is very urgent to for the implementation of the strategy of agricultural products brand. it is of great significance. 

　　　This thesis mainly based on customer value theory to discuss the brand construction, from the enterprise internal environment analysis of the brand construction process, in order to further study this new type of agricultural brand building model and refine the core elements in the course of the construction of brand, understand and expose in the brand construction, and then adopt the most effective solutions and countermeasures.

Keywords: exotic environment; Internal analysis; brand construction；strategic countermove