地理标志农产品“湘潭湘莲”的品牌建设路径研究

Research on the brand building path of geographical indication agricultural product"Xiangtan Xianglian"

地理标志农产品品牌建设是促进我国现代农业高质量发展的重要路径。本文通过分析“湘潭湘莲”品牌建设现状,发现当前品牌建设缺乏系统性、产品包装形象塑造有待提升、品牌科技含量较低、缺乏对农产品地理标志文化价值的深度挖掘,提出了提升农产品质量安全、优化产品包装、加强品牌监督管理、强化产品文化认同、数字技术赋能湘莲品牌发展等切实可行的品牌建设建议,旨在帮助“湘潭湘莲”提升品牌知名度和产品市场竞争力,促进县域经济和现代农业发展,以期为湘潭县域其他地理标志农产品品牌建设与发展提供一定借鉴。

The brand building of GI agricultural products is an important path to promote the high-quality development of modern agriculture in China.By analyzing the current situation of"Xiangtan Xianglian"brand building,this paper finds that the current brand building lacks systematization,the brand image shaping of product packaging needs to be improved,the brand technology content is low,and lack of in-depth exploration of the cultural value of agricultural geographical indications.This paper put forward to improve the quality and safety of agricultural products,optimize product packaging,strengthen brand supervision and management,strengthen product cultural identity,and empower the development of Xianglian brand with digital technology,aiming to help"Xiangtan Xianglian"enhance brand awareness and product market competitiveness,and promote the development of county economy and modern agriculture,in order to provide a certain reference for the brand construction and development of other geographical indication agricultural products in Xiangtan County.