消费者视角下沧州市农产品区域公用品牌建设问题与对策研究

Research on the Problems and Countermeasures of Regional Public Brand Construction of Agricultural Products in Cangzhou City from the Perspective of Consumers

农产品区域公用品牌是我国推进农业品牌化的重要基础和牵引力,对于加快农业转型升级、带动地方经济发展有着十分关键的意义。《国家质量兴农战略(2018—2022)》明确指出,要"开展农业品牌提升行动,培育一批叫得响、质量过硬、有影响力的农产品区域公用品牌、企业品牌、农产品品牌"。近年来,农业品牌化战略已成为我国农业发展的核心战略,随着农业经济的快速发展和农业增长方式的转型升级,我国有许多地区都成功培育出了农产品区域公用品牌,沧州市也在其中。基于此,本文首先概述沧州市农产品区域公用品牌建设现状,再基于消费者视角剖析其存在的问题,最后提出建设沧州市农产品区域公用品牌的对策。

The regional public brand of agricultural products is an important foundation and traction force for promoting agricultural branding in China. It is of great significance for accelerating the transformation and upgradation of agriculture and stimulating the local economy development. The "National Quality Agriculture Strategy(2018-2022)" clearly states that it is necessary to "carry out agricultural brand promotion actions and cultivate a group of well-known, high-quality, and influential agricultural regional public brands, corporate brands and agricultural products brands". In recent years, the agricultural branding strategy has become the core strategy of China’s agricultural development. With the rapid development of agricultural economy and the transformation and upgradation of agricultural growth methods, many regions in China have successfully cultivated regional public brands of agricultural products. Cangzhou City is also included. Based on this, this article will first summarize the current situation of regional public brand construction of agricultural products in Cangzhou City, and then analyze the existing problems based on the consumer’s perspective. In the end, this article will propose countermeasures to build regional public brands of agricultural products in Cangzhou City.