河北省培育农产品品牌的实现途径

THE WAY TO CULTIVATE THE Brand of AGRICULTURAL PRODUCTS IN HEBEI PROVINCE

关键词:  农产品 农产品品牌化 品牌培育 途径 河北省

Key words:  agricultural products  branding of agricultural products  brand cultivation  ways  Hebei province

摘要:

无论对生产者提高其附加值，还是对消费者放心使用农产品，农产品品牌化都是一条非常重要的途径。该文以农产品品牌培育为研究对象，在分析河北省农产品品牌培育现状的基础上，采用对比法及系统论思想，通过与兄弟省市在区域特色农产品品牌发展、农产品地理标志登记及农产品注册“国家地理标志”等工作方面展开对比，阐述了河北省农产品牌培育工作中的存在的问题，在梳理河北省农产品品牌培育流程的基础上，提出通过完善实施质量管理体系的机制、体制与政策，建立以定位、产品、渠道、价格、促销为主要内容的品牌运营战略，利用和打造农产品公共品牌及构建农产品品牌奖励和声誉政策等途径来实现河北省农产品品牌化。文章构建的河北省农产品品牌培育流程及提出的河北省农产品品牌化途径能为河北省相关部门指导、管理农产品品牌培育工作提供参考和借鉴。

Abstract:

The brand of agricultural products plays a very important role for both producers and consumers of agricultural products since it not only can help producers to improve the additional value but also can enable consumers to feel free to enjoy agricultural productsTherefore，this paper focused on the brand cultivation of agricultural products in Hebei provinceThe current status of the brand cultivation of agricultural products in the province was thoroughly analyzedThen，based on the analysis，existing problems of the current agricultural brand cultivation in the province were illustrated in detail by making appropriate comparison with some other provinces and municipalities of China with the help of the system theoryBased on the comparisons of the brand development of the special agricultural products which had their regional characteristics，the registration of their geographical indication of agricultural products as well as the registration for the“national geographical indications”of agricultural products with other provinces，this paper illustrated the problems in the process of the cultivation of an agricultural brand，and then proposed some ideas to achieve the branding of agricultural products in Hebei province and to push forward the development of the agricultural product branding，which included 1）implementing and improving the structure，the regime，and the strategy of the quality management system；2）establishing the brand operation strategy which mainly centers on the orientation of products，products，sourcing of products，price determination and related promotion methods；and 3）creating the public brand of agricultural products and effectively making use of the publicity effect，and establishing some relevant awards as well as policies of reputation for agricultural products to promote the enthusiasmThe constructed process of the brand cultivation and the proposed approaches to accomplish the branding of agricultural products could provide very effective reference and guidance for the department of the provincial agriculture or other related departments who devote to the work on the agricultural product branding.