乡村振兴背景下我国农产品品牌建设策略研究

Research on the Strategy of Brand Construction of my Country's Agricultural Products under the Background of Rural Revitalization

在乡村振兴战略的背景下,提升农产品质量和打造农产品优势品牌成为推动农业现代化的重要手段。目前,我国农产品品牌建设存在着名优品牌数量少,影响力有限,农产品精深加工技术不强,农业农村专业化人才紧缺,农产品品牌维护意识差,相关部门对农产品品牌建设支持力度不够,品牌宣传和推广手段落后等情况。需要更加重视农产品质量标准认证和监管,拓展营销渠道,加强品牌宣传,增强政府对农产品品牌建设的支持力度,加强“三农”工作队伍建设,提升农产品品牌维护意识等对策。

In the context of the rural revitalization strategy,improving the quality of agricultural products and creating advantageous brands of agricultural products have become important means to promote agricultural modernization.At present,my country’s agricultural product brand building has a small number of well-known and high-quality brands,limited influence,poor deep processing technology for agricultural products,shortage of specialized talents in agricultural and rural areas,poor awareness of agricultural product brand maintenance,and insufficient support from relevant departments for agricultural product brand building,brand promotion and Outdated promotion methods,etc.It is necessary to pay more attention to the certification and supervision of agricultural product quality standards,expand marketing channels,strengthen brand promotion,strengthen government support for agricultural product brand building,strengthen the construction of the“three rural”work team,and enhance the awareness of agricultural product brand maintenance.