乡村振兴背景下乡镇农产品品牌建设路径研究——以贵州省金沙县禹谟醋为例  

Research on the Path of Brand Building of Township Agricultural Products under the Background of Rural Revitalization:A Case Study of Yumo Vinegar in Jinsha County,Guizhou Province

作　　者：张贵诗 苏志华[1] 敖贵艳[1] ZHANG Guishi;SU Zhihua;AO Guiyan(School of Management Science and Engineering,Guizhou University of Finance and Economics,Guiyang550025,Guizhou,China)

机构地区：[1]贵州财经大学管理科学与工程学院,贵州贵阳550025

出　　处：《安顺学院学报》2025年第1期39-43,共5页Journal of Anshun University

基　　金：国家社科基金一般项目“经济与生态双重目标下林下经济发展中农企协同机制及政策优化研究”(22BGL302)。

摘　　要：提高农产品附加值和增强乡村自身“造血”能力,是农产品品牌建设的关键。从贵州省金沙县禹谟镇禹谟醋的发展历程可以发现,乡镇地区的农产品虽然有“三品一标”的加持,但发展仍旧缓慢。利益主体品牌意识薄弱,受益主体品牌维权意识不足,政府“强引擎”作用发挥不到位等是其主要原因。针对此,通过“政府主导+合作社协同”和“合作社主导+政府协同”两种品牌建设路径,合理优化政府与合作社的作用,可以有效提升乡镇农产品品牌的建设水平,从而助力乡村振兴。Increasing the added value of agricultural products and enhance the self-generating ability of rural areas.Brand building of agricultural products is the key to success or failure.From the development process of Yumo vinegar in Yumo Town,Jinsha County,Guizhou Province,it can be found that although agricultural products in rural areas have the support of“three grades and one standard”,their development is still slow.The main reason is:weak brand awareness among stakeholders;Lack of awareness of brand rights protection among beneficiaries;The government's role as a strong engine is not fully utilized.In response to the above issues,through two brand building paths of“government led+cooperative collaboration”and“cooperative led+government collaboration”,optimizing the roles of the government and cooperatives can effectively enhance the level of brand building for rural agricultural products and help promote rural revitalization.

关 键 词：乡村振兴 品牌建设 禹谟醋 地理标志 

分 类 号：D923.4[政治法律—民商法学]