乡村振兴背景下靖远枣业区域品牌培育与发展研究

Research on the Cultivation and Development of the Regional Brand of Jingyuan Jujube Industry Under the Background of the Rural Revitalization

培育和发展农产品区域品牌可以促进农业产业化经营、提高农产品附加值、增加农民收入,是实现乡村振兴的路径之一。乡村振兴背景下,根据靖远枣业区域品牌培育现状,总结出靖远大枣产业存在品牌培育观念不到位,获利能力不足,大枣规模化、产业化、标准化生产水平有待提高以及创新性不够等问题,提出树立品牌意识,加强品牌宣传;加快推进农业产业化、标准化经营;政府牵头支持品牌培育;完善农产品区域品牌管理体制等措施,实现靖远枣业品牌高质量发展。

Cultivating and developing the regional brand of agricultural products can promote agricultural industrialization,increase the added value of agricultural products and increase farmers'income,which is one of the paths to realize rural revitalization.In the context of rural revitalization,according to the current situation of the regional brand cultivation in the Jingyuan jujube industry,this paper summarizes the problems that the concept of brand cultivation is not in place,and profitability is insufficient.The scale,industrialization and standardization of jujube's production need to be improved and innovation is not enough and puts forward some measures to establish brand awareness and strengthen brand publicity.Accelerating the promotion of agricultural industrialization and standardized management,the government takes the lead in supporting brand cultivation and improving the regional brand management system of agricultural products and other measures,aiming at realizing the high-quality development of the brand of the Jingyuan jujube industry.