“天赋河套”区域公用品牌存在问题及对策  

The problems and countermeasures of the public brand in the“Tianfu Hetao”region

作　　者：邓石亮 郭海清[1] Deng Shiliang;Guo Haiqing(Vocational and Technical College,Inner Mongolia Agricultural University,Baotou,Inner Mongolia,014000)

机构地区：[1]内蒙古农业大学职业技术学院,内蒙古包头014000

出　　处：《市场周刊》2025年第4期99-102,共4页Market Weekly

摘　　要：随着农业供给侧结构性改革的深入推进和乡村振兴战略的全面实施,农产品区域公用品牌在促进农业现代化、激活乡村经济活力方面的作用日益显著,成为推动农村经济转型升级、实现农民增收致富的重要引擎。各地政府、农业企业及农民合作社等多元主体都在积极打造具有地方特色和市场竞争力的农产品区域公用品牌。“天赋河套”作为巴彦淖尔市的农产品区域公用品牌,凭借政府、企业等多方联动,品牌建设已初见成效,然而随着市场环境的变化,品牌也面临新的挑战和问题。文章从“天赋河套”的品牌运营、品牌价值和品牌建设三个方面概述其发展现状,剖析了其目前面临的关键问题,并提出针对性的对策建议。With the in-depth advancement of the structural reform on the agricultural supply side and the comprehensive implementa-tion of the rural revitalization strategy,the role of regional public brands of agricultural products in promoting agricultural modernization and activating rural economic vitality has become increasingly prominent,serving as a vital engine for driving the transformation and upgrading of the rural economy and enabling farmers to increase their income and achieve prosperity.Governments,agricultural enterprises,farmer co-operatives,and other diverse entities across the country are actively building regional public brands of agricultural products with local char-acteristics and market competitiveness.“Tianfu Hetao”,as the regional public brand of agricultural products in Bayannur City,has achieved initial success in brand building through the joint efforts of the government,enterprises,and other parties.However,as the market environment evolves,the brand also faces new challenges and issues.This paper outlines the current development status of“Tianfu Hetao”from three aspects:brand operation,brand value,and brand building.It analyzes the key problems currently faced by the brand and proposes targeted countermeasures and suggestions.

关 键 词：农产品 品牌发展 问题 对策 

分 类 号：F327[经济管理—产业经济]