青岛市地理标志农产品公共品牌构建路径研究

Studies on Building Paths of a Public Brand about Qingdao Geographical Indication Agricultural Products

目前,青岛市拥有46个国家认定的地理标志农产品,居副省级城市之首,但数量优势仍未在市场上形成群像品牌。文章在"青岛市地理标志农产品基本情况调研"的基础上,结合青岛市城市品牌分析,提出打破产品及具体生产地域的有形区隔,依托青岛市强势旅游文化资源,融入旅游产业链条,构建青岛市地理标志农产品公共品牌,搭建新美食、特色民宿、伴手礼及涉农节事活动等四位一体的品牌架构,并基于旅游消费特征进行多元触点的整合营销传播,品牌建设遵循"推出去、迎进来、留长久"的原则,建立长效发展机制。

At present,in Qingdao the number of geographical indication agricultural products is greatest among the sub-provincial cities of China,but the advantages in numbers does not stand for a strong group brand in the market.Based on the investigation of the basic states of Qingdao geographical indication agricultural products,while combining with the analyses about city brand image of Qingdao,it proposes to break down the concrete boundary and separation of product and specific origins,make good use of the preeminent tourism and cultural resources of Qingdao,and integrate into the tourism industrial chain to develop apublic brand.The public brand would be built in a＂four-in-one＂mode including new fine food,special homestay,gifts,and agricultural festival activities.Integrated marketing communication would be launched at all the touch points to cater to the characters of tourism consumption.The public brand building would follow the principle of ＂going out,welcome-in,long-time stay＂to establish a long-term sustainable development mechanism.