合作社视角下的林产品品牌建设问题研究——以四川珙县核桃产业为例

Studies of Forestry Products Brand Construction from the Perspective of Cooperative——Taking Walnut Industry in Gongxian County of Sichuan Province as an Example

在阐述珙县核桃品牌建设现状的基础上,运用相关数据说明合作社在珙县核桃品牌建设中的作用,分析珙县核桃合作社品牌建设过程中存在的问题与主要原因并提出对策措施。研究发现:珙县合作社对核桃品牌建设有着促进作用,但也面临品牌建设意识薄弱、要素缺乏、整合力不强,影响力不大、管理机制不健全与产品价值不高等问题。相应的解决对策措施包括:培养市场观念和品牌意识;完善品牌识别体系,统一生产、质量标准化;加强品牌保护力度,建立追溯制度;加大宣传力度,延伸产业链条;多渠道获取要素支持。

Based on the present situation of the walnut brand construction in Gongxian County, this article used the relevant data to explain the role of cooperatives in Gongxian＇s walnut brand building, analyzed the problems of brand construction process in walnut cooperatives, foundthe main reasons of these problems and proposed countermeasures. The study found： in Gongxian County,cooperativeshave a promoting effect on walnut brand building, but faced with some problems in the process of walnut brand building, such as weak brand awareness, lack of elements, weak integration, little influence, imperfect management mechanism and low products value. The corresponding countermeasures include cultivating market concept and brand awareness; improving the brand recognition system, using the same production and quality standard;enhancing brand protection and establishing traceability system; aggrandizing propaganda and extending the industrial chains; getting support elements form variouschannels.