扬州农产品区域公用品牌建设研究——以绿杨春为例

Research on Regional Public Brand Construction of Agricultural Products in Yangzhou--Taking Lvyangchun as an Example

农产品区域公用品牌建设能够有效整合区域内分散化的农业品牌资源,延伸农产品产业链,提升农产品价值,助力农村经济发展提质增效。以扬州绿扬春为例,阐释扬州绿扬春仅在本地有着良好的声誉,但在国内其他地区知名度不高的发展现状,分析扬州农产品区域公用品牌建设面临的困境。最后,从提升厂商凝聚力、提高生产质量、加大宣传力度等视角,提出扬州绿杨春区域公用品牌建设的发展策略。

The construction of regional public brand of agricultural products can effectively integrate the decentralized agricultural brand resources in the region,extend the industrial chain of agricultural products,enhance the value of agricultural products and help improve the quality and efficiency of rural economic development.Taking Yangzhou LvYangChun as an example,this paper explained the development status of Yangzhou LvYangChun,which had a good reputation only in the local area,but it's not well-known in other areas of China.It analyzed the difficulties faced by Yangzhou agricultural products regional public brand construction.Finally,it put forward the development strategy of public brand construction from the perspective of enhancing the cohesion of manufacturers aiming at improving the quality of production,and strengthening publicity.