摘要
特色农产品区域公用品牌建设是推动我国农业供给侧结构性改革与实现农业现代化的必然要求,也是促进农业增效、产业兴旺、企业增质和农民增收的重要抓手。如何提升特色农产品区域公用品牌建设,已成为各相关利益主体关注的焦点。本文以我国知名的特色农产品区域公用品牌为案例,通过总结其建设模式和特点,识别区域公用品牌建设面临的挑战,并探索突破路径。研究发现,特色农产品区域公用品牌建设面临品牌战略缺失、市场经营主体弱、人才紧缺等挑战。结合我国特色农产品区域公用品牌的运营经验,分别从发展规划、品牌价值体系、集群化发展、营销推广、协同治理与人才支撑等方面探寻实现路径,以推进特色农产品区域公用品牌形成共建共治的新格局。
The construction of regional public brand of characteristic agricultural products is an inevitable requirement to promote the structural reform of agricultural supply side and realize agricultural modernization in China.It is also an important starting point to promote agricultural efficiency,industrial prosperity,enterprise quality and farmers'income.How to improve the construction of regional public brand of characteristic agricultural products has become the focus of attention of all relevant stakeholders.This paper takes the well-known regional public brand of characteristic agricultural products in China as case studies,summarizes its construction mode and characteristics,identifies the challenges faced by regional public brand construction,and explores the breakthrough path.Research has found that the construction of regional public brands for characteristic agricultural products faces challenges such as a lack of brand strategy,weak market operators,and a shortage of talent.Based on the operational experience of regional public brands of characteristic agricultural products in China,this paper explores the implementation path from the aspects of development planning,brand value system,cluster development,marketing promotion,collaborative governance,and talent support,in order to promote the formation of a new pattern of co-construction and co-governance for regional public brands of characteristic agricultural products.
作者
刘遗志
付艺
朱满德
李晓红
LIU Yizhi;FU Yi;ZHU Mande;LI Xiaohong(School of Management,Guizhou University,Guiyang 550025)
出处
《价格理论与实践》
北大核心
2025年第2期150-154,共5页
Price:Theory & Practice
基金
贵州省哲学社会科学规划一般课题“贵州省特色农产品区域公用品牌共建机制与路径研究”(21GZYB19)
关键词
特色农产品
区域公用品牌
品牌价值
characteristic agricultural products
regional public brand
brand value
