基于民生理念的农产品品牌建设对策研究  

Research on the Countermeasures of Agricultural Product brand Construction Based On The Idea of People's Livelihood

作　　者：张国良 Zhang Guoliang(Department of Business Administration,School of Management,Peizheng College,Guangzhou 510830)

机构地区：[1]广东培正学院管理学院工商管理系,广州510830

出　　处：《江苏商论》2020年第12期24-26,共3页Jiangsu Commercial Forum

基　　金：国家林业和草原局软科学项目:《基于生态、经济与文化相协同的竹产业集群创新驱动发展战略对策研究的阶段性成果》(项目编号43号),主持人:张国良;“广州市落实鼓励引导支持民营经济与高质量发展研究”,广东培正学院重点课题(20pzxmzd11)。

摘　　要：农产品品牌建设事关国计民生,农业品牌化是适应绿色消费诉求的必然选择。农业品牌建设向高品质、高信誉度、高知名度、高市场占有率的方向迈进势在必行。农业品牌化建设是实现传统农业过渡到现代农业的有效手段,也是提高产品质量效益,提升竞争力水平,推动农产品消费转型升级的有力措施。本文对目前农产品品牌建设与经营现状及存在的问题进行分析,提出了通过品牌建设中的一些具有实践价值的理念,树立品牌核心价值、严格把关产品质量、注重产品科技研发、加大品牌传播推广力度,塑造品牌的核心竞争力。Agricultural Product brand construction is related to the national economy and people's livelihood,and agricultural brand is the inevitable choice to adapt to the demand of green consumption.It is imperative to build agricultural brand in the direction of high quality,high reputation,high popularity and high market share.Agricultural Brand building is an effective means to realize the transition from traditional agriculture to modern agriculture,as well as a powerful measure to improve product quality and benefit,enhance the level of competitiveness and promote the transformation and upgrading of agricultural product consumption.After the current situation and existing problems of brand building and operation of agricultural products,this paper puts forward some ideas of practical value through brand building,establish the core value of the brand,strictly check the quality of the product,pay attention to the research and development of the product science and technology,increase the promotion of the brand,build the brand image,etc.,further excavate the core value and cultural connotation of agriculture and promote the core competitiveness of agricultural brands.

关 键 词：民生理念 农产品品牌 建设对策 

分 类 号：F71[经济管理—产业经济]