农业现代化研究2018，Vol.39Issue(2)：203-210,8.DOI:10.13872/j.1000-0275.2017.0126
农业品牌化的建设路径与政策选择——基于黑林镇特色水果产业品牌实证研究
The path and policy choice of agricultural branding: A case study of the brand construction of the specialty fruit industry in Heilin Town, Jiangsu Province
摘要
Abstract
Industry specialization, large-scale operation, production standardization, enterprise-style management, and product branding are key elements of agricultural supply-side structural adjustment. While agricultural branding is an explicit index to check the effect of agricultural supply-side structural adjustment. In order to explore the opportunities and challenges of regional agricultural brand construction and find the right path to promote the regional agricultural branding, this paper explores the brand construction of specialty fruit industry in Heilin Town of Ganyu District, Lianyungang City, Jiangsu Province. Results show that the brand construction of the specialty fruit industry in the study area is not only facing the opportunities of geographical location advantage, distinctive industry features, high level of management scale and enterprise management, high product market recognition, and good foundation of brand construction, but also facing some challenges, including weak brand awareness of some agricultural enterprises, lack of collaboration among local agricultural businesses, and the imperfect brand reputation maintaining mechanism. Therefore, agricultural brand construction should focus on supply-side structural adjustment, grasp the important historical opportunity of rural revitalization strategy and take proper brand construction path including coordinated promotion of regional public brand and companies' own brand, differential selection of different brand construction methods for agricultural products and clarification of the rights and responsibilities of the stakeholders. Finally, to achieve more benefits in agricultural brand construction, this paper provides some policy suggestions, including complying with the requirements of industrial adjustment, improving the awareness of brand construction, expanding the channel of economic return, and enhancing agricultural policy support.关键词
农业品牌化/供给侧结构性调整/地区公共品牌/企业品牌/路径选择/政策建议Key words
agricultural branding/agricultural supply-side structural adjustment/local public brand/companies' brand/path selection/policy suggestions分类
农业科技引用本文复制引用
陈磊,姜海,孙佳新,马秀云..农业品牌化的建设路径与政策选择——基于黑林镇特色水果产业品牌实证研究[J].农业现代化研究,2018,39(2):203-210,8.基金项目
江苏省农业标准化试点示范项目 （）
2016年江苏省中央现代农业生产发展项目.Pilot Project of Agricultural Standardization in Jiangsu （）
China Central Modern Agricultural Production Development Project in Jiangsu Province in 2016. （）
