绿色农产品数字化标识与品牌战略协同研究

RESEARCH ON THE COLLABORATION OF DIGITAL IDENTIFICATION AND BRAND STRATEGY OF GREEN AGRICULTURAL PRODUCTS

关键词:  绿色农产品  农业  数字化  标识  品牌战略  协同

Key words:  green agricultural products  agriculture  digitalization  identification  labeling  brand strategy  collaboration

摘要:

目的 农业品牌化已经成为农业现代化的核心标志。数字化标识在推动农产品品牌建设等方面提供了数字信息与技术支撑，但对于二者之间的协同仍缺乏系统科学的研究。方法 文章通过文献梳理、对比分析、案例分析等方法，明确绿色农产品数字化标识与品牌战略的概念，分析我国绿色农产品数字化标识与品牌战略发展过程中的成效和存在的问题，提出促进我国绿色农产品数字化标识与品牌战略协同对策。结果 （1）明确了绿色农产品数字化标识与品牌战略的内涵、外延和协同关联；以协同理论为基础，提出了绿色农产品数字化标识与品牌战略的协同思路和机制；指出绿色农产品数字化标识提升农业品牌战略和价值，农业品牌战略促进绿色农产品数字化标识创新升级。（2）我国绿色农产品数字化标识与品牌战略协同取得明显成效，但仍存在农业标准体系不够健全完善、结构不尽合理、农产品质量认证体系和认证管理制度不规范等问题。结论 加强环境建设、可追溯系统平台标准体系和技术建设、自主创新研发应用、品牌宣传营销、试点工作等，可促进绿色农产品数字化与品牌战略协同。

Abstract:

Agricultural branding has become a core symbol of agricultural modernization. Digital identification provides digital information and technical support in promoting brand building of agricultural products. However, there is still a lack of systematic and scientific research on the collaboration between them. Using literature review, comparative analysis, case analysis and other methods, the present study clarified the concepts of the two areas of digital identification and brand strategy of green agricultural products, analyzed the achievements and issues in the above two areas in China, and proposed approaches to promoting collaboration between these two areas in China. The present study clarified the essence and extension for the areas of digital identification and brand strategy of green agricultural products, as well as the relationship between the two areas. Based on the synergetic theory, the conceptualization and mechanisms were presented for the collaboration between the two areas. It pointed out that the digital identification of green agricultural products promoted agricultural brand strategy and brand value, and the agricultural brand strategy promoted the innovation and upgrading of the digital identification of green agricultural products. China had made remarkable achievements in the collaboration between digital identification and brand strategy of green agricultural products. However, there were some problems, such as the incomplete agricultural standards system, rudimentary infrastructure, lack of standardized systems for both agricultural product quality certification and certification management, etc. Therefore, the collaboration between digitalizing green agricultural products and brand strategy can be promoted by the enhancement in the following aspects: establishment of a lively agricultural branding ecosystem, development of standardized platforms for traceability systems and pertinent technology, innovation as well as independent R & D and implementation, brand promotion and marketing, pilot work, etc.