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摘 要 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，從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。

关键词 热带农产品 ；品牌 ；海南省 ；SWOT分析

中图分类号 F323.7 文献标识码 A Doi：10.12008/j.issn.1009-2196.2017.02.023

The SWOT Analysis and Countermeasures of Tropical Agricultural

Products Brand Construction in Hainan Province

ZHAO Yunlong LIU Enping HOU Yuanyuan LIANG Weihong

（Institute of Scientific and Technical Information， CATAS， Danzhou， Hainan 571737）

Abstract 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.

Keywords Tropical Agricultural Products； Brand； Hainan Province； SWOT analysis

海南省是热带农业的主要生产基地，热带农产品品牌的建设问题是改善农产品流通环境、增强海南省农产品竞争力以及打通农产品市场的主要因素之一。因此，对海南省农产品品牌的建设的研究，有利于规范海南省农产品市场，提高农产品的品质，塑造农产品的品牌形象；农产品的品牌建设有利于提高消费者的品牌意识，由于消费者对海南热带农产品品牌的认可而形成品牌忠诚度，进而促使消费者产生购买行为，最终提高农业生产经营者的收入水平，带动海南省农业经济的发展，此外，在国内外激烈的农产品竞争中，培育农产品的品牌，进行农产品的品牌建设已经成为提升海南热带农产品品牌形象和增强海南省农产品市场竞争力的有效手段。……