打造农产品区域品牌 助推农产品企业发展  

Building Regional Brands of Agricultural Products and Promoting the Development of Agricultural Products Enterprises

作　　者：叶伟芳[1,2] YE Weifang(School of Business Administration Jimei University,Xiamen Fujian 361021;Business School,Macao University of Science and Technology,Macao 999078)

机构地区：[1]集美大学工商管理学院,福建厦门361021 [2]澳门科技大学商学院,中国澳门999078

出　　处：《山东农业工程学院学报》2022年第6期68-72,共5页The Journal of Shandong Agriculture and Engineering University

基　　金：福建省教育厅中青年项目“供给侧结构性改革下的福建茶产业品牌创新模式研究”(JAS170216)。

摘　　要：最近几年,区域经济已经成为社会经济发展中的一项重要内容,并且其中的区域品牌也开始在促进经济竞争力提升中发挥巨大作用,有些甚至成为了一个地区的支柱产业。当前国内的一些地区依靠自身的历史文化和地理资源优势,逐渐形成了特色化的农产品区域品牌,如涪陵榨菜、高邮咸鸭蛋、宁夏枸杞、广东凉茶等。在区域品牌的逐渐壮大下,相关企业也开始迅速成长起来,但在经营发展中,却依然存在品牌建设内涵薄弱、品牌建设意识较低、产品质量良莠不齐等问题。有些企业虽然在初入市场时依靠区域品牌影响力有所收益,但经过一段时间后往往会面临发展困境,因此如何真正引导企业品牌高于区域品牌,就是当前农产品区域品牌下企业发展需要解决的主要问题。In recent years,regional economy has become an important part of social and economic development,and regional brands have begun to play a great role in promoting economic competitiveness,and some have even become a regional pillar industry.At present,some regions in China have gradually formed characteristic regional brands of agricultural products,such as Fuling pickled mustard,Gaoyou salted duck eggs,Ningxia medlar,Guangdong herbal tea,etc.With the gradual growth of regional brands,relevant enterprises also began to grow rapidly,but in the operation and development,there are still some problems,such as weak connotation of brand construction,low awareness of brand construction,mixed product quality and so on.Although some enterprises benefit from the influence of regional brands when they first enter the market,they often face development difficulties after a period of time.Therefore,how to really guide the enterprise brand to be higher than the regional brand is the main problem to be solved for the development of enterprises under the current regional brand of agricultural products.

关 键 词：区域品牌 农产品企业 互动关系 战略决策 

分 类 号：F323[经济管理—产业经济]