北京农业品牌发展现状及对策  

Status Quo and Countermeasures of Agricultural Brand Development in Beijing

作　　者：马越 金东梅 程旭 马凤生 Ma Yue;Jin Dongmei;Cheng Xu;Ma Fengsheng(High Quality A gricultural Products Production and Marketing Service Station in Beijing,Beijing 100101)

机构地区：[1]北京市优质农产品产销服务站,北京100101

出　　处：《农业展望》2021年第11期40-45,共6页Agricultural Outlook

摘　　要：农业品牌化是实现农业农村现代化和乡村振兴的重要标志。当前,北京农业品牌发展意识不断增强,区域公用品牌作用逐渐显现,农业品牌认证数量逐年增加,农业生产标准化水平不断提升,农业品牌营销宣传形式多样,农业与休闲旅游产业加速融合。北京农业品牌化建设工作虽然取得了一定成绩,但相较于部分省市,仍存在诸多不足。通过分析北京农业品牌发展现状,指出了其在农业品牌优化培育、农业品牌产业链条延伸、农业品牌宣传推广、农业品牌管理监督、农产品附加值提升等方面存在的问题。最后,结合北京市实际,提出了推动北京农业品牌发展的对策。Branding is an important symbol of realizing agricultural and rural modernization and rural vitalization.Currently,the development consciousness of agricultural brand in Beijing is constantly strengthening,the role of regional public brand is gradually emerging,the number of agricultural brand certification is increasing year by year,the standardization level of agricultural production is constantly improving,the forms of agricultural brand marketing and publicity are diverse,and the integration of agriculture and leisure tourism industry is accelerating.Although the construction of agricultural brand in Beijing has made some achievements,but compared with other provinces and cities,there are still many shortcomings.Through the analysis of the development status of agricultural brand in Beijing,problems existing in the optimization cultivation,industrial chain extension,publicity and promotion,management and supervision,enhancement of added value of agricultural products were pointed out.Finally,combined with the actual situation in Beijing,countermeasures on improving the development of agricultural brand in Beijing were put forward.

关 键 词：北京农业 品牌建设 宣传推广 监督管理 产业融合 

分 类 号：F323.5[经济管理—产业经济]