摘要象山县位于浙江中部海岸，海域辽阔，达6618平方公里，三面环海的地理位置使得海洋资源十分丰富，有924公里长的海岸线，拥有608个岛屿和600种海鲜，是我国著名渔港和我国渔业强县。2009年，“象山大黄鱼”与其他四件地理产品“象山紫菜”、“象山梭子蟹”、“象山白鹅２９类”（肉类食品）、“象山白鹅３１类”（畜禽类）荣获全国地理标志证明商标。在传统农业向现代农业转变的今天，本文通过研究象山县大黄鱼区域品牌建设，为解决我国农业生产小规模化和品牌化滞后，为政府制定农业区域品牌政策提供依据和现实指导意义。75247

本文主要通过对区域品牌、区域品牌特性、区域品牌建设等相关理论的研究和探索，同时，对象山县大黄鱼的现状、优势等进行了剖析，总结了象山县大黄鱼区域品牌建设中存在的问题，并提出合理的对策建议。全文采取了案例分析法和文献研究法相结合的方式，通过贯穿全文的阳澄湖大闸蟹区域品牌案例分析，得出了在象山县大黄鱼区域品牌建设的过程中，应该加强品牌延伸，丰富大黄鱼区域品牌文化内涵，充分发挥政府在大黄鱼区域品牌建设过程中的作用。总的来说，象山县大黄鱼区域品牌的构建，需要养殖户、地方政府和行业协会的通力协作，形成强大的市场合力才能赢得更大的市场占有率和更深远的品牌影响力。

Abstract:  Xiangshan is located at the central coast of zhejiang province, the vast sea, a total of 6618 square kilometers, three sides of the geographical position makes the sea is very rich in resources, there are 924 kilometers of coastline, with 608 islands and 600 kinds of seafood, is the famous fishing port and strong county of Chinese fishery in our country。 In 2009, "xiangshan large yellow croaker" and other four geographic products "xiangshan seaweed", "xiangshan swimming crab", "xiangshan white geese 29 classes" (meat), "xiangshan white geese 31 class" (livestock) won the national geographical indication marks。 In the traditional agriculture to modern agriculture change today, in this paper, by studying the xiangshan area of large yellow croaker brand construction, in order to solve the small scale of agricultural production and the lag of the brand in our country, provide the basis for the government agricultural regional brand policy and practical guiding significance。 

This article mainly through to the regional brand, regional brand features, the regional brand construction and relevant theory research and exploration, at the same time, to the status quo of xiangshan large yellow croaker, advantage and so on has carried on the analysis, summarizes the problems existing in the xiangshan area of large yellow croaker brand construction, and puts forward the reasonable countermeasures and Suggestions。 Full text take the way of case analysis and literature research method, through the analysis of the yangcheng lake hairy crabs regional brand case through the full text, obtained in xiangshan of large yellow croaker regional brand construction process, should strengthen the brand extension, enriching the connotation of the large yellow croaker regional brand culture, give full play to the role of government in the construction of large yellow croaker regional brand。 Xiangshan large yellow croaker, on the whole, the construction of regional brand, need to farmers, local governments and industry associations work together, form a powerful market force to win more market share and more profound brand influence。 

毕业论文关键词：区域品牌； 农产品区域品牌； 区域品牌建设；

Keyword: Regional brand; Regional produce brand; Regional brand building;

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