菏泽家庭农场品牌创建与发展研究  

Study on the Brand Creation and Development of Heze Family Farms from the Perspective of Rural Revitalization

作　　者：孙振民[1] 刘鹏伟 刘玉芝[1] Sun Zhenmin;Liu Pengwei;Liu Yuzhi

机构地区：[1]菏泽学院菏泽一中

出　　处：《当代农村财经》2021年第8期47-51,共5页Contemporary Rural Finance and Economics

基　　金：2020年菏泽市社会科学规划课题“文旅融合背景下齐鲁文化与山东高等旅游教育协同发展研究”(2020ZC095);菏泽学院2018年度教学改革研究立项培育项目“菏泽学院2018年度教学改革研究招标项目“地方本科院校文化创意人才培养的课程体系构建研究与实践”(2018010)。

摘　　要：发展家庭农场是乡村振兴的重要战略举措。国内外学界对此问题都曾进行过比较深入的探讨,为本文的研究奠定了坚实的理论基础。近些年来,菏泽市家庭农场取得了巨大发展,呈现出了良好的发展态势,特别是在品牌建设获得了巨大的进步。但也存在着品牌认知度低、政府推动不利、品牌价值低、宣传营销水平不高和缺乏形象维护机制等。本文建议菏泽市家庭农场在创建和发展品牌的过程中,应采取提高农户品牌意识、政府做到顶层设计、建设多元品牌体系、完善销售渠道、整合多方力量、实现产业化发展和深挖产品内涵等策略。The development of family farms is an important strategic measure for rural revitalization.Academic cir-cles at home and abroad have conducted more in-depth discussions on this issue,laying a solid theoretical foundation for the study of the article.In recent years,family farms in Heze City have achieved tremendous development,showing a good development trend,especially in the brand building has made tremendous progress.However,there are also low brand awareness,unfavorable government promotion,low brand value,low level of publicity and marketing,and lack of image maintenance mechanisms.In response to these circumstances,in the process of creating and developing brands,Heze Family Farms should take measures to improve farmers’brand awareness,the government to achieve top-level design,build a diversified brand system,improve sales channels,integrate multiple forces,and achieve industrial devel-opment and deep exploration.Effective development strategies such as product content.

关 键 词：乡村振兴 家庭农场 品牌 创建和发展 

分 类 号：F324.1[经济管理—产业经济] F323.5