摘要
乡村振兴战略为中国农业农村未来的发展方向提出了总体要求。为了实现该目标,需要积极探索促进农业农村发展的多种途径,培育农产品区域品牌则是具体的方式之一。发展农产品区域品牌能够实现农产品由粗放分散化生产向精细规模化品牌生产经营转变。农产品区域品牌的培育和发展往往经历从孕育生成特色农产品、品牌成长壮大声誉不断提升、品牌维持成熟稳定发展到品牌影响力衰退或实现优化升级的生长规律。因此,需要借助我国乡村振兴战略和供给侧改革的契机,推动其有效发展。
The rural revitalization strategy puts forward the overall requirements for the future development direction of the agriculture and rural areas in China. In order to achieve the goal, we need to actively explore ways to promote the development of agricultural and rural areas. Cultivating regional brands of agricultural products is one of the concrete ways. Developing regional brands can transform agricultural industry from extensively decentralized production to large-scale brand management, improve the quality of agricultural products supply to meet consumers' demand, and enhance the international competitiveness of products. Through the research, it is concluded that the development of agricultural regional brand experiences the growth from breeding distinctive agricultural products, enhancing brand reputation, maintaining brand stability, to declining brand influence or achieving old brand upgrade. Each development stage of regional brand has its distinct characteristics and different promotion strategies. Therefore, with the opportunity of rural revitalization strategy and supply-side reform, the agricultural regional brand can be effectively promoted by according to the growth rules of brand development.
作者
刘婷
Liu Ting(Business School, Luoyang Normal University, Luoyang 471934, China)
出处
《江苏商论》
2019年第9期3-7,共5页
Jiangsu Commercial Forum
基金
国家社会科学基金项目(18BJY141)
河南省政府决策研究招标课题(2018B254)
河南省教育厅人文社会科学研究一般项目资助性计划(2019-ZZJH-332)
关键词
农产品区域品牌
培育
乡村振兴战略
regional brand of agricultural products
cultivation
rural revitalization strategy
