黑龙江省绿色食品企业集群品牌整合现状、问题及对策

On Brand Integration Status Quo,Existing Problems and Countermeasures of Green Food Enterprises in Heilongjiang Province

近几年黑龙江省绿色食品企业集群品牌整合进展很快,黑龙江省绿色食品正向著名品牌集中,但是在整合过程中企业规模偏小,对企业集群发展拉动作用不强;品牌杂乱无序,著名品牌少;产业链支撑与延伸不够,高端农产品少、产品精深加工比重低、特色不强;绿色食品营销渠道不畅等问题影响和制约了绿色食品产业做强做大。确立龙头企业在品牌整合中的主体地位,培育有国际竞争力的大企业集团;加强宣传力度,品牌整合方向上应从区域品牌向知名品牌转变;加大对生产基地的扶持力度,扩大国家级绿色食品基地建设规模;减少流通环节,采取新的营销模式是黑龙江省绿色食品企业集群品牌发展的有效途径。

In recent years, the brand integration of enterprise clusters in Heilongjiang Province progressed very quickly, green foods industry is focused on famous brands. But in the course of integration there are many issues affecting poor and constraining the green foods industry grow bigger such as the small-seale enterprises which is weak in stimulating the development of enterprise clusters, brands disorderly and less well-known brands,less supporting and exteusion of industry chain, high-end agricultural products less, the low proportion of deep-processing products and not being strong in products features and marketing channel. There are many effective ways to brand development of clusters,for example, we can establish the leading enterprises in the dominant position of the brand integration,cultivate internationally competitive large enterprise groups, step up publicity efforts, change the direction of brand integration from regional brands to the well-known brands, increase the support for the production base, expand the scale of the national green foods base construction,rcduce circulation and adopt new marketing modes.