湖南省地理标志农产品开发现状与对策建议

Development situation and policy suggestions of agricultural products of geographic indication in Hunan Province

【目的】分析湖南省地理标志农产品开发现状,以提升湖南省地理标志农产品品牌化经营水平,促进农业经济健康持续发展。【方法】调查了解湖南省地理标志农产品分布情况,对湖南及周边9个省(市、区)的地理标志农产品开发情况进行比较分析,研究湖南省地理标志农产品开发存在的问题,并提出相关的对策建议。【结果】湖南省地理标志农产品总量偏少,且类型分布不均衡。在湖南及周边9省(市、区)中,湖南省地理标志农产品总产值排第4位;湖南省地理标志农产品开发最好的安化县年总产值不到16亿元,只有9家获准使用地理标志农产品专用标志的龙头企业产值过亿元,最好的企业年总产值不到10亿,远不及其他周边省(市、区)。同时,湖南省地理标志农产品开发存在地方政府重视不够、龙头企业带动效应低、营销体系不完善、地理标志农产品品牌信誉不高等问题。【建议】要营造地理标志品牌经营环境、培育龙头企业、健全地理标志农产品营销体系、加强地理标志农产品品牌维护,以促进湖南省地理标志农产品产业化发展。

[Objective]Development situation of agricultural products of geographic indication in Hunan Province was studied to provide references for improving management and operation level of agricultural product brands with geographical indication in Hunan Province and promoting sound and sustainable development of local agricultural economy.[Method] Distribution of agricultural products of geographical indication in Hunan Province was surveyed.Development situation of agricultural products of geographic indication in Hunan Province and nine surrounding provinces （cities or regions） was compared.By analyzing relevant problems,a series of strategies were proposed.[Conclusion] The total registered number of agricultural products of geographic indication was small and the distribution of type was uneven in Hunan Province.Compared with the surrounding nine provinces （cities or regions）,the total output value of agricultural products of geographic indication in Hunan Province was positioned at four.Anhua was the best operated county in Hunan province,but its annual total output value of agricultural products of geographic indication was less than 1.6 billion RMB yuan,and among the enterprises were approved to use apply the special geographic indication to their products,only nine of them had the annual total output value of over 0.1 billion RMB yuan.The annual total output value of the best operated enterprises in this county was less than 1 billion RMB yuan,which was far less than that of the surrounding nine provinces （cities or regions）.Furthermore,the local government did not pay enough attention to this aspect.The leading enterprises didn＇t play a big role in guiding other enterprises.The marketing system was not systemized,and especially the brand reputation of agricultural products of geographical indication was not well maintained.[Suggestion]To create a good business environment and ultimately promote the industrialization of agricultural products of geographical indication in Hunan Province,a slew of strategies should be introduced,which includes cultivating leading enterprises,upgrading marketing system and further maintaining brand reputation.