地理标志农产品“新乐西瓜”区域品牌建设现状及建议

Status and Suggestions of Regional Brand Construction of Geographical Indication Agricultural Product"Xinle Watermelon"

探索和挖掘地理标志农产品的优势和价值,打造地方知名农产品品牌,是提高农产品市场竞争力的重要途径。“新乐西瓜”作为新乐市地理标志农产品,对其进行区域品牌建设,有助于把资源优势转化为品牌优势,提高当地瓜农收入。本文阐述了新乐市西瓜产业发展现状,总结了“新乐西瓜”地理标志品牌发展特点及存在的问题,并提出了建议,以期为提高“新乐西瓜”地理标志品牌的知名度和影响力提供参考。

Exploring and excavating the advantages and values of geographical indication agricultural products,and building local famous brand of agricultural products,are the important ways to improve the market competitivenessof agricultural products."Xinle Watermelon"is a geographical indication agricultural product in Xinle City,the construc-tion of regional brand is helpful to transform the resource advantage into brand advantage and improve the income offarmers.This paper expounded the development status of watermelon industry in Xinle City,summarized the characteri-stics and existing problems of"Xinle Watermelon"geographical indication brand development,and put forward somesuggestions,in order to provide reference for improving the popularity and influence of geographical indication brand"Xinle Watermelon".