云南省中药材绿色品牌建设现状及发展路径研究

Current Situation and Future Prospect of Green Brand Construction of Traditional Chinese Medicine in Yunnan Province

云南省中药产业发展具有药用植物品种多、分布广以及产业发展资源优势明显等特点,深入探索中药材产业的高质量发展道路,有助于为该省打造世界“绿色食品牌”提供重要理论参考。近年来,越来越多的中药材产品荣获绿色认证和有机认证,为中药材绿色品牌建设奠定了良好的基础。本研究从云南省中药材产业发展现状、品牌建设基础以及存在的问题等方面展开分析,明确在发展“十大名药材”、“绿色食品牌”、省级产业基地等企业品牌及产业性公共品牌过程中存在品牌规模效应未形成、产业融合度和品牌价值延伸不高、宣传和营销机制不健全、质量控制体系不完善等关键问题,针对上述问题提出未来云南中药材产业品牌建设应树立品牌意识、增加农业科研投入等发展路径。

The development of the traditional Chinese medicine industry in Yunnan province is characterized by a large variety of medicinal plants,wide distribution and obvious advantages in industrial development resources.The in-depth exploration of the highquality development path of the traditional Chinese medicine industry will help to provide an important theoretical reference for the province to build a world"green food brand".In recent years,more and more Chinese herbal medicine products have won green certification and organic certification,laying a good foundation for the construction of green brands of Chinese herbal medicine.This study focuses on the development status quo,brand building foundation and existing problems of the Chinese herbal medicine industry in Yunnan province,and clarifies the key problems in the development of"Top Ten Medicines","Green Food Brands",provincial industrial bases and other enterprise brands and industrial public brands,such as the lack of brand scale effect,low industrial integration and brand value extension,imperfect publicity and marketing mechanisms,and imperfect quality control system.In view of the above problems,it is proposed that the brand building of Yunnan traditional Chinese medicine industry in the future should establish brand awareness,increase investment in agricultural scientific research and other development paths.