农产品区域公用品牌助力乡村产业振兴:理论逻辑、现实挑战与实践路径

The Role of Regional Public Brands for Agricultural Products in Rural Industrial Revitalization:Theoretical Logic,Realistic Challenges,and Practical Pathways

农产品区域公用品牌建设通过提高农产品竞争力和推动乡村产业结构调整为实现乡村产业振兴注入新动能。本文从资源配置效应、规模经济效应、结构升级效应、品牌经济效应和协同共享效应五个维度厘清了农产品区域公用品牌建设与乡村产业振兴之间的理论逻辑,剖析了农产品区域公用品牌助力乡村产业振兴面临的现实挑战,并据此提出了相对应的实践路径。研究发现,农产品区域公用品牌建设与维护难度大、市场竞争日趋激烈、生产能力和管理水平低、品牌难以有效运作等是制约农产品区域公用品牌助力乡村产业振兴实现的关键因素。为此,本文提出多措施推进品牌建设、全过程确保品牌品质、全方位优化供应管理和多方面加大政策支持,以提升农产品区域公用品牌建设助力乡村产业振兴的效率。

The development of regional public brands for agricultural products injects new momentum into rural industrial revitalization by enhancing the competitiveness of agricultural products and promoting the adjustments of rural industrial structures.This study clarifies the theoretical logic between the construction of regional public brands for agricultural products and rural industrial revitalization from five dimensions:resource allocation effects,economies of scale effects,structural upgrading effects,brand economic effects,and collaborative sharing effects.Furthermore,this study also analyzes the realistic challenges faced by regional public brands in assisting rural industrial revitalization and proposes corresponding practical pathways.This study finds that the key factors hindering the constraining of regional public brands for agricultural products from effectively supporting rural industrial revitalization are the difficulty of construction and maintenance,increasing fierce market competition,low production capacity and management levels,and the difficulty of effective brand operation.Therefore,this study suggests multiple measures to advance brand construction,ensure brand quality throughout the process,optimize supply management comprehensively,and enhance policy support from multiple aspects to improve the efficiency of regional public brands construction in boosting rural industrial revitalization.