云南小碗红糖非遗品牌发展路径研究  

Study on the Development Path of Yunnan Small Bowl Brown Sugar Intangible Heritage Brand

作　　者：曹志杰[1] 叶茜 CAO Zhijie;YE Qian(School of Public Administration,Hohai University,Nanjing,Jiangsu 211100)

机构地区：[1]河海大学公共管理学院,江苏南京211100

出　　处：《甘蔗糖业》2024年第2期61-67,共7页Sugarcane and Canesugar

基　　金：中央高校基本科研业务费专项资金资助项目-重大培育项目“共同富裕视阈下易地搬迁移民后期扶持研究”(项目编号:B220207041)。

摘　　要：随着农业的发展,农产品品牌化对推进乡村振兴和农业农村现代化发挥着重要作用。本文以云南省巧家县红糖产业为研究对象,通过实地调研和网络调研相结合的方法,总结巧家县红糖产业发展的机遇与优势,发现巧家县小碗红糖品牌发展存在品牌价值缺位、产品附加值不高、发展合力不足、培育机制不完善等问题。为此,提出丰富品牌多元要素、优化生产质量标准、壮大本土经营主体、明晰品牌培育机制等策略,为巧家小碗红糖品牌建设进一步完善提供建议与参考。With the development of agricultural industry,the branding of agricultural products plays an important role in promoting rural revitalization and agricultural and rural modernization.Taking the brown sugar industry of Qiaojia County in Yunnan Province as the research object,this paper summarizes the opportunities and advantages of the development of the brown sugar industry in Qiaojia County through the method of combining field research and network research,and finds that there are problems in the development of small bowl brown sugar brand in Qiaojia County,such as lack of brand value,low added value of products,insufficient development force and imperfect cultivation mechanism.To this end,the paper puts forward strategies such as enriching the multiple elements of the brand,optimizing the production quality standards,expanding the local business entities,and clarifying the brand cultivation mechanism,so as to provide suggestions and references for the further improvement of the brand construction of Qiaojia small bowl brown sugar.

关 键 词：非物质文化遗产 红糖产业 小碗红糖 区域品牌 品牌建设 

分 类 号：TS24[轻工技术与工程—制糖工程] S566.1[轻工技术与工程—食品科学与工程]