文章摘要
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
投稿时间:2017-11-08  修订日期:2017-12-11
DOI:10.13872/j.1000-0275.2017.0126
中文关键词: 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
英文关键词: agricultural branding  agricultural supply-side structural adjustment  local public brand  companies’ brand  path selection  policy suggestions
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
作者单位E-mail
陈 磊 南京农业大学公共管理学院 2017209018@njau.edu.cn 
姜 海 南京农业大学公共管理学院 jianghai@njau.edu.cn 
孙佳新 南京农业大学公共管理学院 2017109058@njau.edu.cn 
马秀云 赣榆区黑林镇人民政府 263665102@qq.com 
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中文摘要:
      产业特色化、经营规模化、生产标准化、管理企业化和产品品牌化是农业供给侧结构性调整的关键要素,农业品牌化是检验农业供给侧结构调整成效的显性指标。本文对江苏省连云港市赣榆区黑林镇特色水果产业发展进行了实地调研,以探究区域农业品牌建设机遇与挑战,找准推进区域农业品牌建设的路径。结果表明,研究区特色水果产业品牌建设既面临着自然地理优势突出和产业特色鲜明、经营规模化与管理企业化水平较高、产品市场认可度高且品牌建设基础好的机遇,又面临着部分农业企业品牌意识仍不够强、农业品牌建设缺乏合力、农业品牌信誉保障机制不完善的挑战。因此,农业品牌建设应围绕供给侧结构性调整,抓住乡村振兴战略实施重要历史机遇,采取“地区公共品牌 企业自有品牌”协调推进、差别化选择不同农产品品牌建设方式、厘清利益相关者权责的品牌建设路径。最后,为实现区域农业品牌建设共营多赢,提出了顺应产业调整要求、提升品牌建设意识、拓展经济回报渠道、加大农业政策扶持的政策建议。
英文摘要:
      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.
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