江西省品牌强农的困境与对策建议

Dilemma and Countermeasures of Brand Strengthening Agriculture in Jiangxi Province

实施农业品牌战略是发展现代农业的必由之路。对江西省农业品牌发展状况的调查和研判显示,江西省农业品牌呈现建设文件和举措多、认证数量多、溢价能力低、市场占有率低的现状;农业品牌重视不够,品牌重注册、轻经营现象严重,品牌策划重粗放推广、轻精细耕耘问题突出,农业标准化生产程度较低是当前品牌强农进程中的主要困境。提出创新品牌农业发展理念,落实品牌强农战略;壮大当地经营主体,打造绿色赣字品牌;保障农产品优质安全,做到标准规范生产;精准策划传播,彰显品牌多维价值的对策建议,以指导江西品牌强农战略的实施。

The implementation of agricultural brand strategy is the inevitable way to develop modern agriculture.The investigation of agricultural brand development status shows that there are more construction documents and measures,large number of certificates,low premium capacity and low market share of agricultural brand in Jiangxi Province.The main dilemma during brand strengthening agriculture process are insufficient attention to agricultural brand,serious phenomenon of emphasis on registration but neglect management,prominent problems of brand planning to extensive promotion and neglect fine cultivation,and low agricultural standardized production degree.The countermeasures are proposed from four aspects of innovating brand agricultural development concept for implementing brand strengthening agriculture strategy,enlarging local business entities for building green brand of Jiangxi,guaranteeing quality and safety of agricultural product for making standardized production,and targeted planning and communication for highlighting multi-dimensional value of brand to guide the implementation of brand strengthening agriculture in Jiangxi.