中国农产品品牌建设研究综述

Brand Building of Agricultural Products in China:A Review

农产品品牌建设是现代化农业建设的重要标志,有利于促进传统农业向现代农业的转型升级,同时为区域农业以及其他产业都提供了巨大的发展空间。本研究旨在全面了解并探讨中国农产品品牌建设现状。主要对农产品品牌化的作用、农产品品牌建设相关研究进行综述,概括了农产品品牌化对提高中国农产品的质量和竞争力、推进农产品的产业化发展、促进乡村产业振兴的作用,探讨了中国“三品一标”农产品品牌建设、特色农产品品牌建设、农产品区域公用品牌建设、农产品品牌建设的地域特点及存在的问题,针对现有问题提出了建议,以期为提高农产品品牌建设水平,推动质量兴农和乡村振兴提供借鉴和参考。

The brand building of agricultural products is an important symbol of the construction of modern agriculture,which is conducive to promoting the transformation and upgrading of traditional agriculture to modern agriculture,and can provide a huge space for the development of regional agriculture and other industries.This study aims to fully discuss the research status of brand building of agricultural products in China by elaborating the role of branding of agricultural products and reviewing related studies.The study summarized the function of branding in improving the quality and competitiveness of Chinese agricultural products,promoting the industrialization development of agricultural products and boosting the revitalization of rural industries.It also discussed the brand building of‘three products and one indication’agricultural products(pollution-free agricultural products,green food,organic agricultural products and geographical indication of agricultural products),the brand building of characteristic agricultural products,and the regional public brand building of agricultural products;and explored the regional characteristics and existing problems of agricultural products’brand building.Suggestions were put forward targeting the existing problems in order to provide reference for brand building of agricultural products,agricultural revitalization through quality and rural revitalization.