我国农产品品牌建设中“一品多牌”现象的成因和治理策略  

Genesis and Management Strategies of one Product Registered Multi-brand in Course of Constructing Agricultural Brand in China

作　　者：涂传清[1] 郑蕉[1] 

机构地区：[1]江西农业大学计算机与信息工程学院,江西南昌330045

出　　处：《农业现代化研究》2013年第2期176-180,共5页Research of Agricultural Modernization

基　　金：2012年教育部人文社会科学青年基金项目"特色农产品电子交易市场的有效性研究"(编号:12YJCZH189)

摘　　要：农产品市场的"一品多牌"是指某区域内的一种农产品存在多个不同的区域公用品牌或众多不同的企业品牌。本文分析了我国农产品市场"一品多牌"的弊端及成因,认为促进本地区农业发展和获取政治晋升资本,是导致同种农产品按行政区划注册多个区域公用品牌的重要原因;不当的政府扶持和为避免共享的区域公用品牌被滥用而遭受损失,则是导致同种农产品存在众多企业品牌的主要原因。提出农产品领域"一品多牌"现象的治理,必须综合运用经济与行政的手段。One product registered multi-brand in agricultural markets means a kind of agricultural products in a local area has more than one different regional public brands or many different enterprise brands. In this paper, the drawbacks and the genesis of one product registered multi-brand in agricultural markets are analyzed and discussed completely and systematically. Our opinion is that one kind of agricultural products registered several different regional public brands is caused by the local government officials urgently promoting the region agricultural development or gaining the political capital for promotion, yet registered many different enterprise brands is caused by the government policies improper to promote the farmers creating agricultural brand and the farmers eager to avoid the infringement raised by the regional public brand of agricultural products being abused. Because the genesis of one product registered multi-brand is manifold, the management strategies must be a mixture of economic and executive means.

关 键 词：农产品 一品多牌 区域品牌 企业品牌 经济竞争 品牌整合 

分 类 号：F323.5[经济管理—产业经济]