农产品品牌建设的困境与对策研究--以湖南湘西州为例

Research on the Dilemma and Countermeasure of Agricultural Product Brand Construction-Take Xiangxi Prefecture as an Example

乡村振兴战略的提出和实施,为农产品品牌建设提供了宝贵的机遇。笔者以湘西州为例,调查发现该地区农产品品牌建设存在品牌知名度不高、品牌质量不稳定、品牌意识较薄弱等问题。对此,笔者有针对性地提出了以知名品牌带动潜力品牌,建立健全农产品品牌管理机制,丰富品牌文化内涵,拓宽市场推广渠道等建议,旨在帮助该地区提升品牌知名度,促进农业产业发展。

The proposal and implementation of rural revitalization strategy provides a rare opportunity for the brand construction of agricultural products.Taking Xiangxi prefecture as an example,the author investigated and found that there are some problems such as low brand awareness,unstable brand quality and weak brand awareness in the brand construction of agricultural products in this region,and puts forward some specific suggestions such as driving potential brands with famous brands,establishing and improving the brand management mechanism of agricultural products,enriching brand culture connotation,and expanding marketing channels,so as to enhance brand awareness and continuously promote the efficient development of the agricultural industry.