论“互联网+”背景下陕西地理标志农产品品牌化建设

On the Branding Construction of Geographical Indication Agricultural Products in Shaanxi Province Under the Background of“Internet Plus”

农产品品牌化是构建产品质量保障机制的关键策略,是提升产品知名度与市场竞争力的有效途径,可以拓宽农民增收渠道,带动乡村经济发展,促进乡村振兴。陕西省具有得天独厚的自然环境优势,农耕历史悠久,农产品资源丰富,相关政策为品牌化建设提供契机,具备网络、物流等基础条件支持,孕育出种类多样的地理标志农产品。但从目前情况看,在“互联网+”背景下存在知名品牌少、品牌意识淡薄、数字营销参与度低、网络体系发展基础薄弱、专业人才不足等问题。加强陕西地理标志农产品品牌化建设,应增强品牌意识,加大网络营销力度,建设全产业链大数据,建强专业人才队伍。

Branding of agricultural products is a key strategy to build product quality assurance mechanism,an effective way to enhance product awareness and market competitiveness,which can broaden farmers’income channels,drive rural economic development and promote rural revitalization.Shaanxi Province is blessed with natural environmental advantages,a long history of farming,rich agricultural resources,relevant policies to provide opportunities for branding,with network,logistics and other infrastructure support,breeding a variety of geographical indications of agricultural products.However,from the current situation,under the background of“Internet plus”,there are problems such as few famous brands,weak brand awareness,low participation in digital marketing,weak foundation for network system development,and insufficient professional talents.To strengthen the branding construction of geographical indication agricultural products in Shaanxi Province,we should enhance the brand awareness,increase the network marketing efforts,build the whole industry chain big data,and build a strong professional talent team.