农产品区域公用品牌成长路径及影响因素研究——以“烟台苹果”为例

Research on Growth Route and Influencing Factors of Region's Public Brand of Agricultural Products——Take"Yantai Apple" as an Example

品牌农业是通过培育和创建农产品品牌,打造品牌农业产业链条而展开的。文章把农产品品牌划分为企业自用品牌和区域公用品牌,在指出区域农产品公用品牌特征的基础上,将区域农产品公用品牌的成长过程划分为萌芽期、开拓期、深化期和成熟期等4个阶段;进而,通过对"烟台苹果"品牌发展的考察,对其不同成长阶段的特征和主要影响因素进行了分析。研究结果表明,政府政策和行为、行业协会的沟通协调能力、企业家能力、专业合作组织的成熟度、农户意愿和能力、品牌科技实力和技术推广能力、品牌系统内部成员的利益分配机制是影响农产品区域公用品牌成长的主要因子。

Brand agriculture evolves by way of fostering and creating agricultural product brand, forging industry chains. This paper divides agricultural product brand into firm＇s private brand and region＇s public brand. On the basis of indicating the features of region＇s public brand, this paper divides region＇s public brand growth into 4 stages： germination stage, exploiting stage, deepening stage and maturity stage. Furthermore, this paper gives an analysis of the characteristics and main influencing factors of different stages of region＇s common brand growth via observing and studying the brand development of “Yantai Apple”. Through the analysis, it concludes that government policy and behavior, cooperation and coordination ability of Association, entrepreneur‘s ability, maturity of professional cooperatives,farmers＇willingness and ability, brand＇s technological strength and technology dissemination ability, profit distribution mechanism of internals in brand system are the leading factors to influence growth of the region＇s common brand of agricultural products.