农产品区域公用品牌的顶层设计模型——基于安溪茶产业的案例研究  

Top-Level Model Design for Regional Public Brands of Agricultural Products-Case Study on Anxi Tea Industry

作　　者：赵贝贝 杨奕[1] Zhao Beibei;Yang Yi(Institute of Quality Development Strategy,Wuhan University;Macro-Quality Management Collaborative Innovation Center of Hubei Province;Research Center for Competition Policy and High Quality Economic Development)

机构地区：[1]武汉大学质量发展战略研究院、宏观质量管理湖北省协同创新中心、竞争政策与经济高质量发展研究中心

出　　处：《宏观质量研究》2025年第1期14-24,共11页Journal of Macro-quality Research

基　　金：教育部哲学社会科学研究重大课题攻关项目(15JZD023);国家科技支撑计划课题(2015BAH27F01);国家社科基金重大项目(16ZAD045)的资助。

摘　　要：农产品区域公用品牌的发展是农业乡村振兴的重要环节,深刻认识农产品区域公用品牌发展的底层逻辑是充分发挥其作用的重要前提。这项研究构建了农产品区域公用品牌的顶层设计模型,并以安溪茶产业为案例进行了验证。研究指出,农产品区域公用品牌建设需要以对品牌产业所在行业和区域形成实证分析为前提,以通过精准的品牌推广形成消费者认知为目标,以品牌定位为核心实现差异化竞争力,以市场主导下的系统化品牌能力和政府推动下的制度与基础设施的系统建设与管理为支持,实现区域公用品牌的体系化建设。通过案例分析,安溪茶产业通过品牌顶层设计,实现了高效的供应链管理、技术与商业模式创新、政府政策支持以及品牌宣传,实现了有效的品牌定位转型,显著提升了品牌价值和市场竞争力。该研究为农产品区域公用品牌的理论研究和实践提供了方法系统框架。The development of regional public brands for agricultural products is a crucial link in the revitalization of rural agriculture.A profound understanding of the underlying logic of the development of regional public brands for agricultural products is an important prerequisite for fully leveraging their role.This paper constructs a top-level design model for regional public brands of agricultural products and validates it using the Anxi tea industry as a case study.The research indicates that the construction of regional public brands for agricultural products requires empirical analysis of the industry and region in which the brand operates as a premise,aims to form consumer cognition through precise brand promotion,and focuses on brand positioning to achieve differentiated competitiveness.It is supported by systematic brand capabilities under market leadership and the systematic construction and management of institutions and infrastructure driven by the government,to realize the systematic construction of regional public brands.Through case analysis,the Anxi tea industry has achieved efficient supply chain management,technological and business model innovation,government policy support,and brand promotion through top-level brand design,realizing effective brand positioning transformation and significantly enhancing brand value and market competitiveness.This paper provides a methodological framework for the theoretical research and practice of regional public brands for agricultural products.

关 键 词：农产品区域公用品牌 顶层设计模型 品牌建设 安溪茶产业 

分 类 号：F32[经济管理—产业经济]