关于中国农产品区域品牌发展方向的思考

Thoughts on the development direction of Chinese agricultural products regional brand

发展农产品区域品牌是推进农业供给侧结构性改革的有效路径,也是解决目前中国农业增产不增收、低质量均衡、产品同质化严重、市场供需结构性矛盾等一系列问题的关键措施。通过对农产品区域品牌文献的梳理,发现在农产品区域品牌发展中对其品牌定位、顶层设计、质量保证、农业文化遗产和种质资源保护等方面的研究还比较薄弱,需要在未来研究中给予重视,以进一步完善农产品区域品牌的理论研究。

Developing agricultural products regional brand is an effective way to deepen supply-side structural reform in agriculture and it is also a key measure to solve a series of problems such as increasing agricultural production without increasing income, low quality balance, serious homogeneity of products and structural contradiction between supply and demand in the market. On the basis of literatures review about agricultural products regional brand,it is showed that more studies should be done in future studies in the following aspects,such as brand positioning,top-level design,quality assurance,traditional agricultural heritage protection and germplasm resource protection, so as to improve the theory system of agricultural products regional brand.