农产品区域公用品牌创建与维护机制研究——新西兰麦卢卡蜂蜜案例的经验与启示

Research on the Establishment and Maintenance Mechanism of Regional Public Brands of Agricultural Products-Experience and Enlightenment from the Case of Manuka Honey in New Zealand

实施农业品牌战略,是促进农业规模化、产业化、标准化和市场化的重要手段,也是适应消费升级和全球化竞争的迫切需要。由于农产品品质、产业规模、成本收益等竞争要素与自然资源禀赋和产品特性紧密相关,以区域品牌创建和维护为抓手开展优势资源保护、促进产业集聚、开展从生产到销售的全链条标准化控制尤为重要。本文以新西兰麦卢卡蜂蜜为案例,梳理了其利用独特成分的科学发现形成科学产品标准体系和全过程监管的品牌发展历史。研究发现:麦卢卡品牌创建经验可归纳总结为TSCP发展机制、公私部门合作发展机制和市场互动发展机制。TSCP发展机制有利于针对品牌发展不同时期因题施策;公私部门合作发展机制将市场主体与政府、科研院所、行业协会等非市场主体组织起来协同合力,有助于综合资源禀赋和竞争优势等因素科学定位目标市场;市场互动发展机制通过建立生产与市场的信息互通渠道,及时发布权威信息,可提高品牌市场认可度。

The implementation of agricultural brand strategy is an important means to promote agricultural scale,industrialization,standardization and marketization,and it’s also an urgent need to adapt to consumption upgrading and global competition.As the competitive factors including the quality of agricultural products,industrial scale,cost and income are closely related to the natural resource endowment and product characteristics,it is particularly important to carry out superior resource protection,promote industrial agglomeration,and carry out standardization control of the whole chain from production to sales by taking the creation and maintenance of regional brands as the starting point.This article takes Manuka honey produced in New Zealand as a case study to review its brand development history of utilizing unique ingredient scientific discoveries to form a scientific standard system and full process supervision.It finds that the experience of Manuka brand creation can be summarized as TSCP development mechanism,public-private sector cooperation development mechanism,and market interaction development mechanism.The TSCP development mechanism is conducive to implementing strategies tailored to different stages of brand development.The mechanism of public-private sector cooperation combines market subjects with non-market subjects such as the government,research institutes,and industry associations,helping to scientifically locate target markets based on factors of resource endowments and competitive advantages etc.The market interactive development mechanism can improve brand market recognition by establishing information exchange channels between production and market,and timely releasing authoritative information.