新疆畜产品品牌发展现状与优化路径研究  

Research on the Current Situation and Optimization Path of Brand Development of Xinjiang Livestock Products

作　　者：沙旦提·阿不都外力 刘子剑 森巴提·叶尔兰 马永仁[1] 阿岩·米尔卡马力 SHADANTI·Abduweli;LIU Zijian;SENBATI·Yierlan;MA Yongren;AYAN·Mierkamali(Institute of Animal Husbandry Economy and Information,Xinjiang Academy of Animal Sciences,Urumqi 830011,China)

机构地区：[1]新疆畜牧科学院畜牧业经济与信息研究所,乌鲁木齐830011

出　　处：《草食家畜》2025年第2期48-53,共6页Grass-Feeding Livestock

基　　金：新疆维吾尔自治区自然科学基金项目“乡村振兴战略下南疆四地州畜牧产业发展模式的治理机制研究”(2022D01A43);新疆维吾尔自治区奶产业技术体系项目(XJARS-11)。

摘　　要：【目的】旨在分析新疆畜产品品牌发展现状及其面临的问题,提出科学合理的优化路径,以提升新疆畜牧业品牌化水准,助力区域经济高质量发展。【方法】通过系统梳理新疆畜产品品牌建设成果,从地理标志产品、品牌竞争力、市场表现等多方面分析现状,揭示品牌溢价能力不足、区域发展不均衡、数字化营销滞后、品牌创新能力受限等问题。【结果】研究表明,新疆畜产品品牌发展受制于系统性品牌规划缺失、市场推广方式单一和国际化程度不足等关键因素。提出了完善品牌顶层设计、强化地理标志品牌效应、推动品牌向高端化与差异化迈进、借助数字化手段扩大品牌影响力、融入地域文化增强品牌附加值以及拓展国际化市场等优化路径。【结论】新疆畜产品品牌建设需要多维度发力,通过政策引导、科技赋能和市场拓展来推动品牌生态体系的构建,实现品牌竞争力全面提升。【Objective】The aim is to analyze the current situation of brand development of livestock products in Xinjiang and the problems it faces,and propose scientific and reasonable optimization paths to enhance the branding level of animal husbandry in Xinjiang and contribute to the high-quality development of the regional economy.【Methods】By systematically reviewing the achievements of brand building of livestock products in Xinjiang,the current situation is analyzed from multiple aspects such as geographical indication products,brand competitiveness,and market performance,revealing problems such as insufficient brand premium ability,unbalanced regional development,lagging digital marketing,and limited brand innovation ability.【Results】The research shows that the brand development of livestock products in Xinjiang is restricted by key factors such as the lack of systematic brand planning,single market promotion methods,and insufficient internationalization.Optimization paths such as improving the top-level brand design,strengthening the brand effect of geographical indications,promoting brands to be high-end and differentiated,expanding brand influence through digital means,integrating regional culture to enhance brand added value,and expanding the international market are proposed.【Conclusion】The brand building of livestock products in Xinjiang requires efforts in multiple dimensions.The construction of the brand ecosystem should be promoted through policy guidance,technological empowerment,and market expansion to achieve a comprehensive improvement in brand competitiveness.

关 键 词：新疆畜产品 品牌发展 地理标志 数字化营销 品牌优化路径 

分 类 号：S8-9[农业科学—畜牧兽医]