摘要
在乡村振兴战略背景下,建设区域特色农业品牌是促进乡村振兴的重要途径之一。以北京市延庆区的珍珠泉乡为例,珍珠泉乡已经形成以“珍珠山水”的特色农业品牌和“南山海棠”的精品民宿,促进当地农业发展,一定程度上带动区域经济。但是仍存在区域特色农业品牌意识待加强、区域品牌与产品捆绑传播不足、特色农业品牌营销体系较欠缺与品牌建设缺乏整体规划和设计等问题。针对以上问题,对区域特色农业品牌设计进行整合并利用,从而提出可行性建议。
In the context of the rural revitalization strategy,building a regional agricultural brand with characteristics is one of the important ways to promote rural revitalization.Taking Pearl Spring Township in Yanqing District,Beijing as an example,Pearl Spring Township has formed a characteristic agricultural brand of"Pearl Landscape"and a boutique homestay with"Nanshan Begonia",which has promoted the development of local agriculture and boosted the regional economy to a certain extent.However,there are still problems such as the need to strengthen the awareness of regional characteristic agricultural brands,the lack of bundled communication between regional brands and products,the lack of characteristic agricultural brand marketing systems,and the lack of overall planning and design for brand building.In view of the above problems,the design of regional characteristic agricultural brands is integrated and utilized,so as to put forward feasible suggestions.
出处
《智慧农业导刊》
2022年第22期87-89,共3页
JOURNAL OF SMART AGRICULTURE
基金
北京联合大学第四届“致用杯”大学生创新创业大赛-创意赛资金支持(无编号)。
关键词
乡村振兴
区域特色农业
品牌价值
品牌建设
措施
rural revitalization
regional characteristic agriculture
brand value
brand construction
measures
