以农产品质量安全打造高原特色品牌——云南省普洱市的经验及其启示

Construct the Regional Plateau Characteristics Branding by Ensuring Quality Safety of Agricultural Products:the Pu’er’s Experiences and Enlightenment

随着我国进入质量消费时代,绿色优质安全农产品成为了品位生活的代名词,农产品走“品牌化”“特色化”道路才能获得更为广阔的发展空间。普洱市作为全国首个国家级经济试验示范区,由政府牵头率先认证了当地几个独具特色的农产品,采用品牌化提升了附加值。文章以农产品质量安全的视角为出发点,以云南省聚焦农产品质量安全的背景为依据,分析普洱市在把控农产品质量安全方面的做法和发展特色品牌农产品取得的成效,总结普洱市的经验对其他地区打造高原特色品牌的启示。

With China’s Stepping into the era of quality oriented consumption,the green,safe and high-quality agricultural products gradually become demanding,resulted from quality life.Only by taking the road of “brand” and “characteristic” can agricultural products get a wider development space.Pu’er City as the first national-level economic pilot demonstration zone,the government led the lead in the certification of several unique local agricultural products,using branding to enhance the added value.Based on the perspective of quality safety of agricultural products and the background of Yunnan Province focusing on the quality safety of agricultural products,this paper analyzes the practices of Pu’er City in controlling the quality and safety of agricultural products and the achievements of developing characteristic brand agricultural products,at last,summarizes Pu’er City Experience of other regions to build plateau brand inspiration.