地域品牌的形象建设与农业产业化

The Image Construction of Region Brand and Agricultural Industrialization

地域品牌是指一个地域内一群生产者所用的公共品牌标志;农业生产的地域性特征,决定了地域品牌在农业生产经营过程中的重要地位。文章分析了地域品牌的基本特征,以及地域品牌对区域农业产业化发展的作用,提出了农产品原产地标志申请、农业企业化组织建设、农产品销售网络变革、农业科技和公共品牌投入组成的建设农产品地域品牌形象的思路。

The region brand is public brand used by many producers within an area. The regional character of farm produce determines the importance of image construction in the agribusiness. The paper analyses the characters of farm produce and the function of region brand image construction, puts forward some suggestions on image construction, such as regional trademark application, agricultural enterprises, reform of selling network, etc.