乡村振兴背景下福建省农产品区域公用品牌建设研究

Research on Regional Public Brand Construction of Agricultural Products in Fujian Province under the Background of Rural Revitalization

乡村振兴的实施与农产品区域公用品牌的发展建设相辅相成。乡村振兴的资源能够进一步推动农村农产品区域公用品牌的发展,同时农产品品牌发展赋能乡村振兴的全面实施,为乡村振兴提供方向。本文以区域公用品牌的“区域”“公共”两大属性为切入点,剖析福建省农产品区域公用品牌建设发展现状,并从“政府”“行业”“生产经营者”三个角度提出优化方案,以期用“品牌经济”带动“三农经济”,推动我国乡村振兴的实施。

The implementation of rural revitalization and the development and construction of regional public brands of agricultural products complement each other.The resources of rural revitalization can further promote the development of regional public brands of rural agricultural products,and at the same time,the development of product brands empowers the comprehensive implementation of rural revitalization,and provides direction for rural revitalization.This paper analyzes the development status of regional public brand construction of agricultural products in Fujian Province by taking the two atributes of regional public brand"regional"and"public"as the starting point,and puts forward an optimization plan from the three perspectives of"government","industry""and"production operator",in order to use"brand economy"to drive the"three rural economy"and promote the implementation of rural revitalization in China.