天津农产品品牌化建设现状与对策研究  

Current Situation and Countermeasures of Agricultural Brand Building in Tianjin

作　　者：樊敏[1] 

机构地区：[1]天津市农业科学院,天津300192

出　　处：《商业经济》2013年第16期19-21,51,共4页Business & Economy

基　　金：天津市科技发展战略研究计划项目(12ZLZLZF03200)

摘　　要：当前,天津市在农产品品牌化建设方面存在的问题,主要体现在农产品品牌总量偏少、知名度不高;农产品品牌载体规模不大、实力不强;农产品品牌核心竞争力仍需提升;农产品品牌意识淡薄、存在认识误区;农产品品牌化建设机制和配套措施尚待完善等方面。天津市亟待在载体建设、竞争力培育、渠道构建、政策配套以及理念提升等方面进一步加强,即提高农业组织化、规模化水平,强化品牌载体支撑功能;推进农产品生产标准化,切实提高品牌内在价值;拓展农产品品牌化营销渠道,健全品牌管理体系;强化政府职能,加大品牌化扶持保护力度;加强宣传推广,引导各方树立正确品牌观念。The agricultural brand building in Tianjin has the problems in terms of less brands in total and low brand popularity, small scale and weak strength brand carriers, low core competitiveness, weak brand consciousness and misunderstandings of brand awareness, and imperfect brand building mechanisms and supporting measures. Tianjin government should urgently further strengthen carrier con- struction, competitiveness cultivation, channel building, policy support and concept promotion. In other words, it should improve the sys- tematism and scale level of agriculture, strengthening support functions of brand carrier; promote standardization of agricultural production, effectively enhancing the intrinsic value of the brands; expand marketing channels, perfecting brand management system; intensify govern- ment functions, increasing support and protection efforts; and strengthen the promotion, guiding all parties to establish correct brand con- cepts.

关 键 词：天津 农产品品牌化 问题 对策 

分 类 号：F620[经济管理—产业经济]