乡村振兴背景下乡村品牌化经营策略探析——以安吉县鲁家村为例  

An Analysis of Rural Brand Management Strategy under the Background of Rural Revitalization——Taking Lujia Village in Anji County as an example

作　　者：周颖[1] 蔡颖萍[2] ZHOU Ying;CAI Yingping(School of Humanities and Law,Zhejiang A&F University,Hangzhou 310000,China;Huzhou University,Huzhou313000,China)

机构地区：[1]浙江农林大学文法学院,浙江杭州310000 [2]湖州师范学院“两山”理念研究院,浙江湖州313000

出　　处：《湖州师范学院学报》2022年第1期17-23,51,共8页Journal of Huzhou University

基　　金：国家社科基金重点项目“中国共产党一百年乡村建设宝贵经验及经典案例研究”(21AZD086);浙江省高校重大人文社科攻关计划项目“生态治理与‘绿水青山就是金山银山’转化机制研究”(2021GH009)。

摘　　要：在全面推进乡村振兴背景下,乡村品牌化经营作为乡村建设的新领域,是促进乡村可持续发展的有效策略。以安吉县鲁家村为研究对象,归纳总结出该村的乡村品牌化经营策略:建设美丽乡村,因地制宜规划村庄;依托乡村资源,发展产业支撑品牌;专业化运营品牌,提供多元化服务;发挥品牌主体力量,构建利益联结机制;树立正面品牌形象,实现多元化营销;提升乡村品牌质量,建设品牌保障机制等。在此基础上,进一步提出推动美丽乡村规划先行、构建多元主体协同共建机制、提升乡村品牌价值、构建乡村品牌化经营标准体系等实践启示。Under the background of comprehensively promoting rural revitalization, as a new field of rural construction research, rural brand management is an effective strategy for rural sustainable development.This article takes Lujia Village, Anji County as the research object, and summarizes the village’s rural branding management strategy.The main methods are: building beautiful rural boutique villages, planning villages according to local conditions;relying on rural resources to develop industry supporting brands;professionally operating brands and providing diversified services;exerting the strength of the main body of the brand to build multiple network connections;establishing a positive brand image and conducting diversified marketing;Improving the quality of rural brands and building a brand guarantee mechanism. On this basis, it further puts forward practical enlightenments such as promoting the planning of beautiful rural areas, constructing a mechanism for co-construction of multiple subjects, enhancing the value of rural brands, and building a standard system for rural brand management.

关 键 词：乡村经营 品牌化 鲁家村 经营策略 实践启示 

分 类 号：F303.3[经济管理—产业经济]