我国出口农产品品牌建设研究进展

Research Process on Brand Construction of Export Agricultural Products in China

随着国际农产品市场的进一步开放与发展,追求安全、优质的产品成为全球农业的主流。农产品品牌化建设成为我国农产品出口企业顺应全球农业主流、增加出口产品附加值以及竞争力的必要举措。本研究采用文献计量分析法,对我国出口农产品品牌建设现状进行了分析。从农产品品牌建设的意义、出口农产品品牌建设的现状、品牌建设中存在的问题以及推进出口农产品品牌化建设措施等方面回顾了国内相关的研究和进展情况。结果表明:我国对该方面相关的研究较少,缺乏对于关键概念以及具体产业的实证研究;在措施方面也过于笼统,缺乏时效性。

With the further opening and development of the international agricultural market,the pursuit of safe and high-quality products has become the mainstream of global agriculture.Branding construction of agricultural products has become a necessary measure for China’s agricultural export enterprises to conform to the global agricultural mainstream,increase the added value of export products and competitiveness.This paper used bibliometric analysis to analyze the current situation of brand building of export agricultural products in China.This paper reviewed the relevant domestic research and progress in terms of the significance of brand building of agricultural products,the status quo of brand building of export agricultural products,the problems existing in brand building,and the measures to promote brand building of export agricultural products.The results showed that there were few studies on this aspect in China,and there was a lack of empirical research on key concepts and specific industries.In terms of measures,they are too general and lack timeliness.