摘要
山东省依托万亿级农业总产值,农业地位稳居全国首位,山东省在农业改革与发展方面做出很多积极且稳健的探索,多项农业创新实践走在全国前列。山东省特色农业品牌发展经历了从无到有,从有到多的过程,并进入到知名品牌打造阶段,已形成“东果西菜、南茶北药、沿海水产、沿黄林果”集群格局,并构建了省域公用品牌、区域品牌、企业品牌三层品牌体系。山东省在创建知名品牌方面做出了多路径探索,该文通过案例分析,总结出区域-单品-企业品牌矩阵、数字化平台产销精准对接、节庆+文化体验营销、龙头企业领建产业化联合体、地理标志集群认证、全链条标准化夯实质量和融媒体立体传播七大成熟路径。这些经验不仅可以指导山东省特色农业下一步品牌发展,对其他农业地区也有借鉴价值。
Benefiting from an agricultural output exceeding one trillion yuan,Shandong Province has consistently ranked first nationally in agricultural production.It has made many positive and steady explorations in agricultural reform and development,with a number of innovative agricultural practices leading the country.The development of specialty agricultural brands in Shandong has evolved from scratch to existence and from a few to many,entering the stage of building well-known brands.It has formed a cluster pattern of"fruits in the east,vegetables in the west,tea in the south,medicinal materials in the north,and aquatic products along the coast,fruits and forests along the Yellow River"and established a three-tier brand system consisting of provincial public brands,regional brands,and enterprise brands.Shandong has explored multiple paths in creating well-known brands.Drawing on multiple case studies,this paper distills seven mature pathways through which Shandong has pursued brand prominence:regional-single product-enterprise brand matrix;digital platforms enabling precise production-marketing alignment;festival plus cultural experience marketing;leading enterprises leading the construction of industrialization consortia;geographical indication cluster certification;full-chain standardization to consolidate quality;integrated media dissemination for multi-dimensional publicity.These experiences can not only guide the next brand development of characteristic agriculture in Shandong Province,but also have reference value for other agricultural areas.
出处
《智慧农业导刊》
2026年第4期99-102,共4页
JOURNAL OF SMART AGRICULTURE
基金
2025年度山东省哲学社会科学创新专项(Z-HZX25050)
2025年山东省人文社科“入库在研”课题(无编号)。
关键词
山东省
特色农业
知名品牌
经验
路径
Shandong Province
characteristic agriculture
well-known brand
experience
path
