地理标志农产品区域品牌建设研究——基于湖北省168项品牌的调查

Study on Regional Brand Building of Geographical Indication Agricultural Products—Based on the Survey of 168 Brands in Hubei Province

以农业农村部2010—2020年登记的168项湖北省地理标志农产品品牌为研究对象,通过分析湖北省区域品牌发展现状,总结出湖北省在进行区域品牌建设和推广过程中存在的问题,如品牌价值评分不高且缺乏影响力、农业品牌建设意识薄弱,涉农企业创新精神不足、缺乏规模化生产等。并提出强化农产品创新技术、加强品牌建设意识,提升涉农企业创新精神、完善标准化和规模化生产、营造良好的区域品牌建设环境等对策建议。

Taking the 168 items registered by the Ministry of Agriculture and Rural Affairs during 2010-2020 as research objects,by analyzing the current situation of regional brand development in Hubei Province,it is concluded that there are problems such as low brand value score and lack of influence,weak awareness of agricultural brand construction,lack of innovative spirit of agricultural enterprises and lack of large-scale production in Hubei Province.And put forward to strengthen agricultural product innovation technology,strengthen brand building awareness,enhance the spirit of innovation of agricultural enterprises,improve standardization and large-scale production,create a good regional brand building environment and other countermeasures.