乡村振兴背景下赣鄱地区特色农产品品牌竞争力探析

Analysis on the Brand Competitiveness of Characteristic Agricultural Products in Ganpo Region under the Background of Rural Revitalization

在全面实施乡村振兴战略背景下,江西赣鄱地区有着得天独厚的地理位置优势。品牌与包装是增加农产品品牌竞争力的营销利器。良好的企业品牌是产品质量、服务以及产品安全的保证,也是吸引消费者的关键。文章通过对江西部分地域的实地考察,结合鄱阳湖生态农产品的现状,以实施乡村振兴战略为起点,分析改善江西地区农产品品牌提升策略,进一步促进江西地区的农产品发展,提高农产品附加值。

In the context of the comprehensive implementation of the rural revitalization strategy, the Jiangxi Ganpo region has a unique geographical advantage. Brand and packaging are marketing tools to increase the competitiveness of agricultural products brands. A good corporate brand is the guarantee of product quality, service and product safety, and is also the key to attracting consumers. Based on field inspections in some regions of Jiangxi, this paper combined with the status quo of Poyang Lake ecological agricultural products, starting from the implementation of the rural revitalization strategy, this article analyzes and improves the brand promotion strategy of agricultural products in Jiangxi, further promotes the development of agricultural products in Jiangxi, and increases the added value of agricultural products.