论农产品品牌塑造——基于农民专业合作组织的视角  

On the Brand Building of Agricultural Products

作　　者：纪良纲[1] 张帅衔[1] 

机构地区：[1]河北经贸大学商学院,河北石家庄050061

出　　处：《河北经贸大学学报》2013年第6期61-63,共3页Journal of Hebei University of Economics and Business

基　　金：河北省科技厅软科学项目"河北省农产品基地建设与品牌塑造研究"(12457205D-2)的阶段性成果

摘　　要：推动农产品品牌化经营,是实现农业现代化的重要一步,也是实现农民增收的重要途径。目前国内的农产品品牌化率不高,单个农户的力量过于弱小,无法担起创建品牌的重任,而农民专业合作组织,可以有效的降低交易费用,扮演好创建农产品品牌的角色。因此,应从做好对农民的培训和技术指导,提高农民素质;选择品牌要素,构筑品牌资本;实施品牌传播项目,推动品牌价值链的良性发展;寻求与超市的合作,实现农超对接等方面以农民专业合作组织为主体塑造农产品品牌。The promotion of agricultural products brand management is not only an important step to achieve agricultural modernization, but also an important way of increasing farmers＂ income. Currently, the branding rate of domestic agricultural products is still low, the power of individual farmers is too weak to take up the task of creating brand, but farmers＂ specialized cooperative organization can effectively reduce the transaction costs, and play a good role to create a brand of agricultural products. Therefore, we should carry out the training and technical guidance to farmers, improve the quality of the farmers, choose the brand elements, build brand equity, implement brand communication projects, and promote the benign development of the value chain of brand, seek the cooperation with the supermarket, the realize the farmers＂ professional cooperative organization and agricultural products brand as the main body.

关 键 词：农产品 品牌 农业现代化 专业合作组织 品牌内涵 

分 类 号：F325.2[经济管理—产业经济]