生态型地理标志农产品品牌关系的构建

On the Constructing Relations of Brand for the Farming Products of Ecological Geographical Indication

地理标志农产品品牌涉及各种错综复杂的关系。能否构建和经营好各种相关关系,决定了地理标志品牌的成败,同时又由于地理标志品牌的"俱乐部产品"性质,因此不宜采用企业品牌的经营方式。文中认为可导入生态型品牌关系理念,通过确定经营主体,积极构建地理标志农产品品牌与相关品牌、利益相关者、资源和环境之间的关系,形成有利的组织联想,共同做大做强地理标志农产品品牌。

Geographical indication farm produce is confronted with all kinds ot complicated relatlons,wnemer success or not depends on the performance of constructing and operating its relations,at the same time,it has the characteristic of ＂club good＂,the method of enterprise branding is not suitable to geographical indication farm produce. This paper suggests we should have ecological brand relation concept,determine operating subject,establish positive relations among geographical indication farm produce,related brands,resources and its environment to get favorable association to develop into formidable brand.