海南省区域特色农产品品牌发展研究--以“海头地瓜”为例  

Study on the Brand Development of Regional Characteristic Agricultural Products in Hainan Province-A Case Study of Haitou Sweet Potato

作　　者：张志华 李灿 孙涛 ZHANG Zhihua LI Can SUN Tao(Danzhou Campus of Hainan University,Danzhou,Hainan 571737,China)

机构地区：[1]海南大学儋州校区,海南儋州571737

出　　处：《热带农业科学》2023年第6期95-99,共5页Chinese Journal of Tropical Agriculture

基　　金：海南省高等学校科学研究项目(No.Hnky2021-6)。

摘　　要：品牌化是推进农业现代化的必由之路。由于独特的气候,海南省在区域特色农产品种植方面拥有巨大的优势,为了利用并扩大这种优势,对其进行品牌开发极为必要。“海头地瓜”作为一个品牌,是近年来海南省区域特色农产品品牌打造的一个成功案例,其成功经验对海南省区域特色农产品品牌发展具有重要借鉴意义。文章通过实地走访调查和查阅文献的方法,从自然条件、品牌定位、经营模式、发展战略等方面出发,对“海头地瓜”品牌打造的成功因素进行深度把握,并以此为根据,向海南省区域特色农产品品牌发展提出建议,以期对农业资源进行深度开发,实现特色农业带动区域发展的目标,助力海南自由贸易港的高质量发展。Branding is a way to promote agricultural modernization.Due to its unique climate,Hainan Province has many advantages in agricultural product cultivation with regional characteristics,and brand development is extremely-necessary to capitalize on these advantages and expand them.As a brand,“Haitou digua”is a successful case of branding regional agricul-tural products with exceptional characteristics in Hainan Province in recent years,and its successful experience is of great significance to the brand development of regional-agricultural products with particular characteristics in Hainan Province.The paper grasps the success factors of the branding of Haitou groundnut from the aspects of natural conditions,brand positioning,business model,and development strategy,employing field visits and works of literature reviews,and based on this,makes suggestions for the branding of regional extraordinary agricultural products in Hainan Province,to develop particular re-sources in depth,realize the goal of regional development driven by especial agriculture,and help the high-quality develop-ment of Hainan.The aim is to develop agricultural resources in depth,achieve the regional development goal driven by excep-tional agriculture,and help the high-quality development of the Hainan Free Trade Port.

关 键 词：区域特色 农业 品牌建设 供给侧 

分 类 号：F323.5[经济管理—产业经济]