基于原产地效应的地理标志农产品品牌建设研究  

Brand Building of Geographical Indications of Agricultural Products Based on Country of Origin Effect

作　　者：刘金花[1] 刘洁[1] 吉晓光[1] 

机构地区：[1]河北北方学院经济管理学院,河北张家口075000

出　　处：《农业经济与管理》2016年第2期74-79,共6页Agricultural Economics and Management

基　　金：河北北方学院重大项目(ZD201318)

摘　　要：地理标志又名原产地标志,地理标志农产品应向目标消费者传递正向信息以形成积极的原产地形象,进而增强其原产地效应。在目标消费者心目中,与非地理标志农产品相比,地理标志农产品的正向原产地效应更显著,具有无法复制性、浓厚的地域特色、标识识别效应明显、生产的地理空间有限且要求严格、品牌效应显著等优势,但消费者对其认知度较低,在品牌建设方面存在如产品品质具有波动性、品牌公共属性易产生搭便车的投机行为、假冒产品防治难度较大等问题。因此在正确认识加强地理标志农产品品牌建设的重要意义基础上,应通过树立科学的品牌理念,注重技术进步,稳定提高产品质量,建立品牌保护的长效机制,加强品牌文化的传播,加强产业链发展等有效措施加强品牌建设。Geographical indication is also known as indication of origin. Agricultural products ofgeographical indications should convey positive information to target consumers, in order to form a positiveimage of origin and thereby strengthen the origin effects. In the minds of target consumers, agriculturalproducts of geographical indications had more significant positive origin effects than those withoutgeographical indications. Although they had some advantages, such as impossibility for them to be copied,strong regional characteristics, evident indication effects, limited geographical space for production, rigorousrequirements and significant brand effects, they were not highly recognized by consumers. In terms of brandbuilding, there were many problems, including fluctuating product quality, speculative act of hitchhiking forpublic attributes of brand and relatively great difficulties in preventing fake products. Therefore, it wasnecessary to develop scientific brand concepts, attach importance to technological progress, steadily improveproduct quality, establish a long-term mechanism for brand protection, strengthen propagation of brandcultures, enhance development of industry chain and take pertinent effective measures to reinforce brandbuilding on the premise of correctly understanding the importance of strengthening brand building foragricultural products of geographical indication.

关 键 词：地理标志农产品 原产地效应 品牌建设 

分 类 号：F323.5[经济管理—产业经济]