我国农产品区域公用品牌建设的研究现状及趋势——基于CiteSpace的可视化分析

Current Situation and Trend of Regional Public Brand Construction of Agricultural Products in China--Visual Analysis Based on CiteSpace

采用CiteSpace 6.2.R6软件对2010—2023年我国农产品区域公用品牌的建设发展情况进行可视化研究,揭示其研究现状及发展趋势。研究结果显示,近年来文献发表数量有上升态势。统计分析发现有关键词192个,形成10个聚类,其中“农产品”“对策”“品牌建设”“乡村振兴”等是我国农产品区域公用品牌建设领域的研究热点。农产品区域公用品牌的建设与发展立足于农业可持续发展基础上,推动农产品区域公用品牌发展向品牌价值、发现问题、价值共创、品牌数字化建设等方向发展是促进农业健康发展、农产品区域公用品牌建设及实现乡村振兴的有效途径。

The study visualizes the construction and development of regional public brands of agricultural products in China from 2010 to 2023 with CiteSpace 6.2.R6 software,and reveals the research status and development trend.The results show that the number of published literatures has increased in recent years.Statistical analysis found that there were 192 keywords,forming 10 clusters,among which“agricultural products”“countermeasures”“brand building”and“rural revitalization”were the research hotspots in the field of regional public brand construction of agricultural products in China.The construction and development of regional public brand of agricultural products is based on the sustainable development of agriculture.It is an effective path to promote the healthy development of agriculture and the construction of regional public brand of agricultural products and realize the rural revitalization by promoting the development of regional public brand of agricultural products to the direction of brand value,problem discovery,value co-creation and digitalization of brand construction,etc.