我国热区农产品品牌建设研究

Brand Construction of Agricultural Products in Tropical Areas of China

中国加入WTO后以及中国-东盟自由贸易区的建成,热带农产品面临着国内外市场激烈竞争的严峻形势,培育名牌、创建品牌已成为提升热带农产品市场形象、增强农产品市场竞争能力的主要手段。本文立足热区9省,从农业标准化实施、"三品一标"认证、农产品商标注册、名牌农产品推荐认定、农业品牌经营主体培育、农产品品牌效益等方面对农产品品牌的发展现状进行系统分析;探讨了热区农产品品牌建设中存在的主要问题及问题形成的原因,提出促进中国热区农产品品牌发展的对策建议。

After China＇s entry into the WTO and the China-ASEAN Free Trade Area＇s establishment, tropical agricultural products face the grim competition of domestic and foreign markets, creating and cultivating brand have become main means of improving image and increasing competitiveness for tropical agricultural products market. Based on nine provinces of tropical areas, the development status of agricultural products brand was systematically analyzed from implementation of agricultural standardization, certification of ＂three grades and one indication＂, registration of agricultural trademark, recommendation and identification of famous-brand agricultural products, cultivation of agricultural brand management subject, and benefit of agricultural products brand, etc. Then the main problems existed in brand construction of tropical agricultural products and the reasons for the problems were discussed, and then countermeasures are put forward to promote the development of brand construction of agricultural products in tropical areas.