摘要
农产品品牌已成为乡村振兴战略背景下推进农业供给侧改革、支撑绿色农业发展、带动农村区域经济发展的重要手段;陕西省生态多样、资源丰富且农业特色鲜明,农产品种类繁多,但在其品牌建设与发展过程中还存在不少困境。为有效推动陕西省农产品品牌建设,介绍了陕西省农产品品牌建设的现状,指出了品牌意识缺乏、品牌竞争力较弱、品牌监管力度有待提升、品牌科技含量不足和品牌文化宣传不够等问题,提出了增强农业主体农产品品牌意识、提升品牌科技含量、加强品牌监管力度及加强品牌文化宣传等对策。
Agricultural product brand has become an important means to promote agricultural supply side reform,support the development of green agriculture and drive the development of rural regional economy under the background of Rural Revitalization Strategy.Shaanxi Province has diverse ecology,rich resources,distinctive agricultural characteristics and a wide variety of agricultural products,but there are still many difficulties in its brand construction and development.In order to effectively promote the brand construction of agricultural products in Shaanxi Province,this paper introduces the current situation of product brand construction in Shaanxi Province,points out the problems such as lack of brand awareness,weak brand competitiveness,relatively weak brand supervision,insufficient brand science and technology content and insufficient brand culture publicity,and puts forward some countermeasures to enhance the brand awareness of agricultural products,enhance the brand science and technology content,strengthen brand supervision and promote brand culture publicity.
作者
张群林
汪媛媛
ZHANG Qunlin;WANG Yuanyuan(College of Management,Xi’an Polytechnic University,Xi’an,Shaanxi,710600,China)
出处
《贵州农业科学》
CAS
2022年第5期135-140,共6页
Guizhou Agricultural Sciences
关键词
农产品品牌
发展现状
困境
对策
陕西
agricultural product brand
development status
dilemma
countermeasure
Shaanxi
