石家庄市农产品区域品牌建设研究——以赵县雪花梨为例  

Research on Regional Brand Construction of Agricultural Products in Shijiazhuang City:Taking Zhaoxian Snow Pear as an Example

作　　者：曹彦蕾 崔锦 CAO Yanlei;CUI Jin(Institute of Agricultural Economics and Development,Chinese Academy of Agricultural Sciences,Beijing 100000;Mulan Weichang State-owned Forest Farm in Hebei Province,Chengde Hebei 068450)

机构地区：[1]中国农业科学院农业经济与发展研究所,北京100000 [2]河北省木兰围场国有林场,河北承德068450

出　　处：《现代农业科技》2024年第8期199-202,216,共5页Modern Agricultural Science and Technology

摘　　要：赵县雪花梨是河北省赵县特产,也是我国国家地理标志产品之一。本文阐述了赵县雪花梨区域品牌产业基础,分析了赵县雪花梨区域品牌发展现状,阐释了赵县雪花梨区域品牌建设必要性及其主体选择,提出了赵县雪花梨区域品牌建设路径,具体包括坚持质量兴农和品牌强农、通过强化管理塑造品牌体系、通过电商营销提升品牌知名度、积极培育龙头企业等方面内容,以期为农产品区域品牌建设提供参考。Zhaoxian Snow Pear is a specialty of Zhao County,Hebei Province,and is also one of China's national geographical indication products.This paper elaborated on the industry foundation of the regional brand of Zhaoxian Snow Pear,analyzed the development status of the regional brand of Zhaoxian Snow Pear,explained the necessity of the regional brand construction of Zhaoxian Snow Pear and its main body selection,and proposed the path of regional brand construction of Zhaoxian Snow Pear,which included adhering to the principles of promoting agriculture through quality and strengthening agriculture through branding,shaping the brand system through strengthened management,enhancing brand awareness through e-commerce marketing,actively cultivating leading enterprises and other aspects,in order to provide references for regional brand construction of agricultural products.

关 键 词：赵县雪花梨 区域品牌 发展现状 建设路径 河北石家庄 

分 类 号：F326.13[经济管理—产业经济]