乡村振兴战略视野下苏州区域公共品牌重构策略研究*——以苏州为例

RESEARCH ON REGIONAL PUBLIC BRAND RECONSTRUCTION TO PROMOTE THE STRATEGY OF RURAL REVITALIZATION*——A CASE STUDY OF SUZHOU

关键词:  农产品区域公共品牌产业融合乡村振兴战略重构

Key words:  agriculture products  regional public brand  industry convergence  rural revitalization strategy  reconstruction

摘要:

［目的］通过分析区域公共品牌建设问题、资源和方法，对如何推进农业新产业培育，带动区域经济发展，推进实现精准扶贫，提升职业农民收入，推进乡村振兴战略进行探究。［方法］文章通过对苏州地区区域公共品牌的实证分析方法，借助对比和数据研究，立足区域公共品牌重构的创新思路，发现区域公共品牌运营中现存的突出问题，提出农产品区域公共品牌建设的落脚点是农产品附加值提升、农业生产标准化和有效供给、农民增收。［结果］加强产业融合新思想，突出借助区域公共品牌进行现代农业体系建设，在“乡村振兴战略”新视角下，提出了成立苏州农产品区域公共品牌协会，“双品牌”发展模式推进农业现代化、确立区域公共品牌准入和评价标准，科技服务体系提升乡村生产智能化、拓展区域公共品牌内涵，文化互通打造乡村“大国工匠”特色产业、创建农产品区域公共品牌多元主体，产学研用助推乡村社会进步、建立区域品牌智能传播虚拟体系，互联网监管保障产业生态化等推进现代农业科技创新等主要措施。［结论］区域公共品牌重构有助于推进“乡村振兴”战略。

Abstract:

The study is intended to explore how to promote the cultivation of new agricultural industry, to drive the development of regional economy and to promote the realization of precise poverty alleviation, so as to enhance the income of professional farmers, and promote the strategy of rural revitalization through the analysis of regional public brand construction problems, resources and methods. Based on the empirical analysis method of the regional public brand in Suzhou area, the study used the comparison and data research to find the prominent problems existing in the operation of regional public brand. And it put forward that the foothold of the regional public brand construction of agricultural products is the increase of the added value of agricultural products, the standardization and effective supply of agricultural production, and the increase of farmers′ income. The process of regional public brand building is not only the process of cultivating new agricultural industry, but also the important step of regional economic development. The establishment of the Suzhou agricultural regional public brand association, "double brand" development model to promote the modernization of agriculture, the establishment of regional public brand access and evaluation standard, to create agricultural regional public brand multi subject the establishment of a regional brand, and the main measures of internet supervision to guarantee the ecological industry to promote scientific and technological innovation of modern agriculture are proposed. It is proved that regional public brand reconstruction is helpful to promote the strategy of rural revitalization.