河北省蔬菜品牌建设中的问题及对策

Problems and Countermeasures of Vegetable Brand Construction in Hebei Province

蔬菜品牌是蔬菜质量安全的象征,品牌建设是提高产品竞争力的有效途径。在对河北省蔬菜品牌建设实地调研的基础上,对河北省蔬菜品牌现状及存在问题进行了分析。总结了河北省蔬菜品牌建设中政府意识增强、注册商标数量增加、品牌主体集中于示范县等现状,并以市场营销学为理论基础,从品牌的创建、使用和维护管理3个角度出发,分析了河北省蔬菜品牌建设中存在菜农品牌意识淡薄、标准化程度低、品牌资产利用率不高以及品牌管理不善,宣传力度不够等问题,最终从加大宣传、提高产品质量和加大资金支持等方面提出了对策建议。

Vegetable brand is the symbol of the quality and safety of vegetables,and the brand construction is the effective way to improve the competitiveness of products.Based on investigations,this paper was intended to analyze the present situation and problems of the brand construction of Hebei Province.The present situation such as the government consciousness was strengthened,the quantity of registered trademark was increased,the main parts of brand were focused on demonstrative county,etc were summarized.At the same time,on the basis of marketing,from the point of the establishment,application,maintenance and management of brand,it analyzed problems in the brand construction of Hebei Province,such as the deficiency of vegetable growers＇ brand consciousness,the lowness of standardization degree,the lowness of assets utilization rate,the ill management of vegetables brand and the less of publicity and so on.At last,this paper put forward countermeasures and suggestions from those aspects as to strengthen publicity,to improve the quality of products and to increase financial support.