农产品区域公用品牌柞水木耳管理策略

Management Strategy of Agricultural Products Regional Public Brand of Zhashui Agaric

农产品区域公用品牌发展最关键的战略之一就是如何避免陷入“公地悲剧”,陕西省柞水县区域公用品牌柞水木耳结合自身发展特色与资源优势,从品牌制度管理、品牌形象管理、生产全过程管理和管理平台搭建4个方面形成品牌管理策略,为我国农产品品牌塑造研究提供更多视角的理论参考及实践经验。

One of the most critical strategies for development of regional public brands of agricultural products is how to avoid falling into tragedy of commons.Regional public brand of Zhashui County,Shaanxi Province,Zhashui Agaric has constructed brand management strategy,combined its own development characteristics and resource advantages.The formation contained four aspects which were brand system management,brand image management,production process management,management platform construction,to provide more perspectives of theoretical reference and practical experience for agricultural product brand building research.