绿色农产品品牌战略建设探析

Brand Strategy Construction of Green Agricultural Products

随着居民健康消费理念的不断强化,无公害、绿色、有机农产品越来越受青睐,绿色农产品品牌建设越来越被重视。近年来,品牌农业的优势已经逐渐显现出来,实施绿色农产品品牌战略既是中国农业产业发展的必然趋势,也是提高农业企业核心竞争力的现实需要。从绿色农产品的概念入手,探讨绿色农产品品牌战略建设发展历程及相关问题,最后指出未来应从强化绿色农产品品牌创建和品牌保护、加强绿色农产品品牌生产经营规划和指导、提升绿色农产品品牌核心竞争力和公信力等方面入手不断促进和加强绿色农产品品牌战略建设。

With the people＇s growing awareness of health consumption, pollution-free agricultural products, green agricultural products and organic agricultural products are more and more popular, and more and more attention has been paid to the brand construction of green agricultural products. The advantages of brand agriculture have gradually emerged in recent years, and the implementation of green agricultural product brand strategy is not only the inevitable trend of the development of China＇s agricultural industry, but also the practical need to improve the core competitiveness of agricultural enterprises. This paper stated from the concept of green agriculture products, and discussed the construction and development of green agricultural product brand strategy and related problems. Finally, the authors pointed out that we should do some works from strengthening brand establishment of green agricultural products and brand protection, augmenting the planning and guiding of green agricultural product brands, enhancing the core competitiveness and credibility of green agricultural products to promote and strengthen the green agricultural products brand strategy construction.