摘要
互联网+时代,农产品品牌建设面临重大发展机遇,农产品品牌建设需贯通种养殖、精细化深加工、"O2O"融合营销、乡村旅游等多环节全产业链。文中以江苏省农业大市淮安市为例,通过SWOT分析,研究了淮安市在农产品品牌建设方面的优势、劣势、机会和挑战,提出应从科学技术推动农产品生产全过程标准化、加强农产品全过程质量管理、推动传统农业模式向全产业链模式转变、延长农产品产业链、"O2O"融合发展营销模式等方面推进农产品品牌建设。
In the era of Internet+,the brand building of agricultural products is facing great opportunities for development.Brand building of agricultural products needs to integrate multiple-sectional industrial chains including planting,breeding,intensive processing,“O2O” integrated marketing and rural tourism.Taking Huai an City,a major agricultural city in Jiangsu Province,as an example,this paper studies the advantages,disadvantages,opportunities and challenges of Huai an City in brand building of agricultural products through SWOT analysis and puts forward that the whole process of agricultural production should be standardized by science and technology,quality management of agricultural products should be strengthened,the traditional agricultural model should be transformed into the whole industry chain model while the industrial chain of agricultural products should be extended.Besides,aspects like the marketing model integrated with “O2O” should also be emphasized to promote the brand building of agricultural products.
作者
张晴
周春应
ZHANG Qing;ZHOU Chun-ying(School of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)
出处
《物流工程与管理》
2019年第4期127-129,共3页
Logistics Engineering and Management
基金
南京林业大学大学生实践创新训练计划项目"淮安市农产品品牌建设的实证研究"(2018NFUSPITP285)
关键词
“互联网+”
农产品品牌
全产业链
Internet+
agricultural brand
the whole industry chain
