农民专业合作社联合下我国农产品区域品牌构建与运行机理

The Construction and Operation Mechanism of Regional Brand of Agricultural Products Under Combination of Farmers' Professional Cooperatives

近年来,我国十分注重农产品区域品牌建设,取得了一定的市场效益,但是在发展中,存在着运营主体缺失、负外部性、市场营销策略匮乏等问题,阻碍了农产品区域品牌的健康发展。文章探索在农民专业合作社联合的基础上,通过研究农产品区域品牌构建及运行的路径与发展机理,提出了统筹规划,加强政府的引导和扶持;培育农产品区域品牌运营主体,构建联合的经营体系;提高农产品区域品牌的标准化,提升品牌质量;增强农产品区域品牌的营销意识,拓展品牌市场等提升农产品区域品牌竞争力的建议。

In recent years, China has paid great attention to the construction of regional brand of agricultural products, and achieved certain market benefits. However, in the development, there are such problems as the lack of the main body of operation, the negative externalities and the lack of marketing strategy, which hinder the development of regional brand of agricultural products. In view of these problems, this paper explores the path and development mechanism of regional brand building and operation of agricultural products on the basis of the combination of farmers＇ professional cooperatives, and puts forward some strategic suggestions to enhance the regional brand competitiveness of agricultural products.