区域品牌的形成创建机理研究——以农产品区域品牌为例

The Creation Mechanism of Regional Brand ———The Example of Regional Brands of Agricultural Product

以区域品牌形成创建机理为研究主题,并选择区域品牌中最具代表性的农产品区域品牌作为研究对象。研究发现,农产品区域品牌形成创建是一项系统的工程,区域历史传承、区域特色是农产品区域品牌形成的基础,农业产业集群是农产品区域品牌形成的重要载体。同时,在农产品区域品牌形成过程中,政府、行业协会以及科研院校、新闻媒体等组织,对农产品区域品牌形成带来了很重要的影响,并对农产品区域品牌的发展产生某种推动作用。

The paper chose creation mechanism of regional brand as research topic and selected the most representative of regional brand of agricultural product as research object. The study found that creation mechanism of the regional brand of a- gricultural product was a system engineering. The regional historical heritage and regional characteristics were the basis of the regional brand of agricultural product and the agricultural industry- cluster was the important carrier of the regional brand of a- gricuhural product. Meanwhile government, industry associations, research institutions and news media organizations brought about a very important influence on the development of the regional brand of agricultural product and had some kind of role in promoting the development of the regional brand of agricultural product.