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农学学报 ›› 2020, Vol. 10 ›› Issue (1): 88-92.doi: 10.11923/j.issn.2095-4050.cjas18090023

所属专题: 现代农业发展与乡村振兴

• 三农问题研究 农村产业结构 • 上一篇    下一篇

广西富硒农产品品牌建设发展对策研究

杨艺媛1,2, 刘永贤2(), 谭骏1, 潘丽萍2, 苏新惠1, 陈锦平2, 兰秀1, 范稚莲1()   

  1. 1 广西大学,南宁 530005
    2 广西农业科学院农业资源与环境研究所,南宁 530007
  • 收稿日期:2018-09-28 修回日期:2019-01-16 出版日期:2020-01-22 发布日期:2020-01-22
  • 通讯作者: 刘永贤,范稚莲 E-mail:liuyx27@163.com;464259744@qq.com
  • 作者简介:杨艺媛,女,1993年出生,广西人,在读硕士研究生,主要从事农村与区域发展方面的研究工作。E-mail:508055199@qq.com
  • 基金资助:
    广西创新驱动发展科技重大专项“富硒土壤资源高效安全利用”(桂科AA17202026);广西重点研发计划“广西富硒粮食生态轮作循环生产关键技术研究与示范”(桂科AB16380207);广西富硒特色作物试验站“广西富硒特色作物试验站”(桂TS2016011);广西农业科学院基本科研业务专项“广西富硒功能性农产品生产技术研究与应用”(桂农科2017YZ03);南宁市青秀区重点研发计划“富硒高值功能粮食生态轮作循环生产关键技术研究与示范”(2016039);广西农业科学院科技发展基金项目“广西特色茶种区域土壤硒素高效利用研究”(桂农科2017JM03)

The Development of Guangxi Selenium-enriched Agricultural Products Brand

Yang Yiyuan1,2, Liu Yongxian2(), Tan Jun1, Pan Liping2, Su Xinhui1, Chen Jinping2, Lan Xiu1, Fan Zhilian1()   

  1. 1 Guangxi University, Nanning 530005, Guangxi, China
    2 Institute of Agricultural Resources and Environment, Guangxi Academy of Agricultural Sciences, Nanning 530007, Guangxi, China
  • Received:2018-09-28 Revised:2019-01-16 Online:2020-01-22 Published:2020-01-22
  • Contact: Yongxian Liu,Zhilian Fan E-mail:liuyx27@163.com;464259744@qq.com

摘要:

笔者通过对广西富硒农产品品牌建设现状的分析,总结了其品牌建设过程中存在的问题,主要包括品牌的数量多而散、企业品牌定位模糊,品牌意识弱、产业链单一,销售渠道单薄等。针对这些问题本研究提出了切合实际的发展对策,打造地区“金品”、树立品牌意识、建立多元融资渠道等建议。从而促进广西富硒农产品品牌发展,以提升广西富硒农产品及其产业的竞争力。加快广西富硒农产品品牌战略有利于区域农业经济发展,不仅是提升农产品竞争力的重要举措,更是提升产品美誉和品质的保证。为推动广西富硒功能农业持续健康发展,实施品牌战略计划势在必行。

关键词: 富硒农产品, 品牌, 竞争力, 对策

Abstract:

By analyzing the current situation of brand building of selenium-rich agricultural products in Guangxi, the authors summarize the problems existing in the process of brand building, including: the number of brands is large and scattered, the brand positioning of enterprises is vague, the brand awareness is weak, the industrial chain is single, and the sales channels are not diversified, etc. In view of these problems, this study puts forward practical development countermeasures, such as building regional ‘gold products’, establishing brand awareness, and set up multiple financing channels, so as to promote the brand development of selenium-rich agricultural products in Guangxi, and enhance the competitiveness of selenium-rich agricultural products and their industries in Guangxi. Speeding up the brand strategy of selenium-rich agricultural products in Guangxi is conducive to the development of regional agricultural economy, it is not only an important measure to strengthen the competitiveness of agricultural products, but also a guarantee to enhance the reputation and quality of products.

Key words: Selenium-enriched Agricultural Products, Brand, Competitiveness, Countermeasure

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