智慧农业导刊2025，Vol.5Issue(9)：96-100,5.DOI:10.20028/j.zhnydk.2025.09.022
乡村振兴背景下农产品区域公用品牌建设提升路径研究
摘要
Abstract
Strengthening the cultivation of regional public brands for agricultural products and improving the level of green,high-quality,characteristic and branding of agricultural products are important ways to develop rural industries,broaden channels for farmers to increase income,and serve rural revitalization.However,at present,some regional public brands of agricultural products still have problems such as weak awareness of brand image design,weak visual identification,insufficient connotation expression,and lagging digital transformation.By sorting out the concepts,connotations,and characteristics of regional public brands of agricultural products,reviewing the development trends of agricultural product brand construction at home and abroad,and deeply analyzing the common problems existing in the process of building agricultural product brand image,focusing on improving the quality and excellence of regional public brands of agricultural products in Hunan Province,proposing brand building improvement paths such as collaborative joint construction of multiple entities,creating brand IP through innovation and shaping,enriching brand connotation based on regional culture,and digitally empowering brand multi-dimensional marketing.关键词
农产品区域公用品牌/区域公用品牌/品牌形象/农产品品牌建设/乡村振兴战略Key words
regional public brand of agricultural products/regional public brand/brand image/agricultural product brand building/Rural Revitalization Strategy分类
管理科学引用本文复制引用
杨院伶,杨子潞..乡村振兴背景下农产品区域公用品牌建设提升路径研究[J].智慧农业导刊,2025,5(9):96-100,5.基金项目
湖南省社会科学成果评审委员会2023年度课题(XSP2023GLZ009) （XSP2023GLZ009）
湖南省自然科学基金项目(2022JJ50295) （2022JJ50295）
