乡村振兴背景下镇域品牌建设困境与路径——以当阳市王店镇为例

Dilemmas and Path of Township Brand Construction under theBackground of Rural Revitalization--A Case Study of Wangdian Township of Dangyang

建设镇域品牌能让产业更加兴旺、农民生活更加富裕,是实现乡村振兴的重要抓手,也是产业兴旺的引擎。镇域品牌建设对推动小城镇建设、解决农村剩余劳动力助力颇多。通过实地调研王店镇镇域品牌建设情况发现,王店镇主要从产业发展、农旅结合、企业+农户、评比、村级品牌5个方面进行镇域品牌建设,并取得了一定成效,但也存在品种品质不佳、专业人才缺乏、深加工企业短缺、产业集聚效应差、基础设施落后等方面的困境。基于此,建设发展镇域品牌,要从加强品牌建设、通过职业技术培养解决剩余劳动力、联结上级区域公共品牌和加强基础设施减少乡镇与城区的差别等方面谋划,进而获得品牌效益。

Building township brands can make indlustries more prosperous and famers'life more affluent,which is an important start to realize rural revitalization and an engine for industrial prosperity.The township brand building is helpfil to promote the construction of small towns and solve the surplus labor in rural areas.Through field research on town brand construction in Wangdian town,it was found that Wangdian town mainly carries out town brand construction in five aspects,such as industry development,combination of agriculture and tourism,enterprises+farmers,evaluation and village brand,and has achieved certain results,but there are also five dilemmas,such as poor variety quality,lack of professional talents,shortage of deep processing enterprises,poor industrial clustering effect and backward infrastructure,etc.Based on this,building and developing town brands should be planed from strengthening brand building,investing in solving surplus labor through vocational and technical training,linking up with higher regional public brands and strengthening infrastructure to reduce the differences between townships and urban areas,so as to obtain brand benefits.