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当前位置: 首页 > 文章 > 农产品区域品牌演化路径研究 山东农业工程学院学报 2019 (9) 8-12
Position: Home > Articles > Research on the Evolution Path of Regional Brand of Agricultural Products The Journal of Shandong Agriculture and Engineering University 2019 (9) 8-12

农产品区域品牌演化路径研究

作  者：
刘婷
单  位：
洛阳师范学院商学院
关键词：
农产品区域品牌;演化路径;演化规律
摘  要：
随着我国农业供给侧改革的不断深入,探索农业高质量发展方式成为迫切需求。创建农产品区域品牌能够改进农产品供给质量,是增强农产品市场竞争力的必然选择,但目前我国知名农产品区域品牌数量少且发展缓慢,找寻其演化路径并加以利用,成为推动其快速发展的关键。通过以品牌进化理论为基础,归纳分析得出农产品区域品牌大致经历孕育、成长、成熟、消亡或创新升级的演化阶段,并以信阳毛尖、洛阳牡丹、西峡香菇、延津胡萝卜、灵宝苹果等农产品区域品牌作为实证研究对象,进而提出各阶段相应的发展对策,以期促进我国农产品区域品牌的有效发展。
译  名：
Research on the Evolution Path of Regional Brand of Agricultural Products
作  者：
LIU Ting;Business School, Luoyang Normal University;
关键词：
regional brand of agricultural products;;evolution path;;evolution law
摘  要：
With the deepening of agricultural supply-side reform in China, it is urgent to explore high-quality agricultural development methods. Creating regional brand of agricultural products can improve the quality of agricultural products supply, which is an inevitable choice to enhance the competitiveness of agricultural products in the market. However, at present, the number of well-known regional brands is small in China, exploring and utilizing its evolution path is the key to drive its rapid development. It concludes that the evolution of agricultural regional brand usually experiences the process of birth, growth, maturity,and decline or upgrade. In addition, case study was conducted on regional brands, such as Xinyang Maojian tea, Luoyang peony, Xixia mushroom, Yanjin carrot, Lingbao apple, Xinzheng jujube. And then it put forward the corresponding countermeasures to accelerate the development of regional brand of agricultural products in China.

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