农产品区域品牌形成与建设路径

Formation and Construction Path of Regional Brand of Agricultural Products

基于农产品品牌理论,分析和构建了农产品区域品牌的形成与建设路径。农产品区域品牌建设路径包括培育期、成长期和维护期,不同阶段的工作重心与建设主体责任不同。品牌培育期中,特色农产品选择、产业集群和区域品牌形成是决定农产品区域品牌形成的关键;农产品区域品牌的知名度和价值提升是品牌成长期的核心内容;品牌形象和声誉的维护是品牌维护期的重要工作,农产品区域品牌建设需结合建设路径制定策略。研究结论有助于推动农产品区域品牌建设,对于推动农业高质量发展,具有重要的理论意义和实践参考价值。

Based on the theory of agricultural product brand,we analyzed and constructed the path of agricultural product regional brand formation and construction.The path of agricultural regional brand construction includes three stages:cultivation period,growth period and maintenance period.At each stage,the emphasis of the work and the responsibility of the construction body are different.During the brand cultivation period,the selection of characteristic agricultural products,the formation of industrial clusters and regional brands are the key processes that determine the formation of agricultural product regional brands.The promotion of awareness and value of agricultural regional brands is the core competency during the brand growth period,while preserving brand image and reputation is an important task during the brand maintenance period,and the construction of agricultural regional brands should be combined with the construction path to formulate strategies.The findings of the article have significant theoretical and practical implications for effectively promoting the construction of regional agricultural brands and promoting agricultural high-quality development.