品牌兴牧战略研究——以肉鸡产业为例

Study on the Strategy of Animal Husbandry Promotion by Brand-Taking: the Broiler Industry as an Example

实施肉鸡产业品牌发展战略是振兴肉鸡产业的重要着力点。文章梳理并总结了肉鸡产业品牌发展的总体情况和发展趋势,分析了我国肉鸡产业品牌发展存在六方面问题:肉鸡市场行情周期性明显,产品品质难鉴别,权威、统一的行业标准缺乏,品牌战略和品牌经营理念不足,消费者认知存在偏差,行业宣传不到位。基于以上分析,文章从保护地方优良品种品牌、建立以行业协会为基础的统一宣传策略、积极扶持中小型企业开展地方特色品牌经营、建立由政府或行业协会主导的品牌或质量认证体系四个方面,提出我国肉鸡产业品牌发展的对策建议。

Implementing the brand development strategy of the broiler industry is an important focus for its revitalization. This paper summarizes the general situation and development trend of the brand development of this industry, and analyses six problems existing in its brand development in China, as follows: the obvious periodicity of market quotation, difficult identification of product quality, lack of unified industry standards of authority, insufficient brand strategy and brand management concept, deviation in consumer perception, and inadequate industry publicity.Based on the results of the above analysis, this paper proposes countermeasures and suggestions for the brand development of the broiler industry in China from four aspects: Protecting local fine breed brands, establishing a unified propaganda strategy based on industry associations, actively supporting small-and medium-sized enterprises to carry out local characteristic brand management, and establishing a brand or quality certification system led by the government or an association.