“互联网+”背景下农产品品牌建设的问题和对策分析

Problems and Countermeasure Analysis of the Brand Construction of Agricultural Products Under the Background of "Internet Plus"

随着市场经济的不断发展,人民生活水平不断提高,产品的品牌逐步成为人们选择购买产品的标的之一,农产品也不例外。"互联网+"战略的提出更为农产品品牌的进一步发展提供了新的契机。在"互联网+"背景下发展农产品品牌时,会遇到农产品经营主体意识薄弱、实力弱、电商发展动力不足以及政府和市场保护农产品品牌的力度不够等问题,因此,需要引导农产品经营者树立品牌意识和观念,增强经营实力;发展产业集群,降低生产成本,加强农产品品牌的标准化建设;加强对农产品品牌的扶持力度,加强人才建设等,从而使农产品品牌在"互联网+"背景下健康协调可持续发展,扩大影响力和知名度。

With the continuous development of market economy, and the continuous improvement of people＇s living standard, the product brand has gradually become one of the subjects that people choose to purchase products, and the agricultural products are no exception. ＂Internet Plus＂ strategy puts forward a new opportunity for the further development of agricultural products brand. The development of agricultural products brand will meet many problems under the background of ＂Internet Plus＂,such as weak management consciousness, weak power,lacking of electricity supplier development momentum and insufficient efforts to protect agricultural products by the government and the market.Therefore, it is necessary to guide agricultural operators to establish brand awareness and concepts, enhance the operational strength, develop industrial clusters, reduce production costs, and strengthen the standardization of agricultural products brands, strengthen the support for agricultural products brands, strengthen personnel construction and so on. Thus, the brand of agricultural products can be developed healthily,coordinated and sustainably under the background of ＂Internet Plus＂, and expanding influence and popularity.