锦州特色农产品品牌建设路径研究
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顾为
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锦州市农业农村综合服务中心（锦州市植物保护中心），辽宁锦州，121000
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摘要：乡村振兴战略推进后，打造特色农产品品牌，成了提高农业竞争力、增加农民收入的可行路径。锦州有不少特色农产品资源，但品牌打造时，常出现定位模糊、市场认知度低、产业链整合不到位、文化内涵挖掘不充分等问题，使得当地产业升级、价值提升受到制约。本文重点探索适配锦州特色农产品的品牌建设路径，通过实地调研、案例分析后发现，系统化品牌建设要以地域文化为核心做精准定位，强化“锦州地域标志”的整体形象，还要构建“生产标准化、加工精细化、营销网络化”的三产融合体系，借助新媒体拓宽传播渠道，增强品牌故事性，拉近和消费者的情感距离。建立政府引导、企业主导、农户参与的协同机制，能保障品牌长期稳定发展。本文给出的具体策略，可帮助锦州特色农产品跳出同质化竞争、实现品牌溢价，还能为深化农业供给侧结构性改革、推动区域农业经济高质量发展提供支持，也可供同类地区开展农产品品牌建设时参考。
关健词：锦州；特色农产品；品牌建设 |
Research on the Path of Brand Building for Jinzhou's Special Agricultural Products
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Wei Gu
Jinzhou Agricultural and Rural Comprehensive Service Center (Jinzhou Plant Protection Center),
Jinzhou Liaoning 121000 , China
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Abstract：After the implementation of the rural revitalization strategy, creating distinctive agricultural product brands has become a viable path to enhance agricultural competitiveness and increase farmers' income. Jinzhou boasts numerous distinctive agricultural product resources, but when it comes to brand building, issues such as vague positioning, low market recognition, inadequate integration of the industrial chain, and insufficient exploration of cultural connotations often arise, constraining local industrial upgrading and value enhancement. This paper focuses on exploring the brand building path suitable for Jinzhou's distinctive agricultural products. Through field research and case analysis, it is found that systematic brand building should center on regional culture for precise positioning, strengthen the overall image of "Jinzhou regional identity," and establish a tertiary industry integration system featuring "standardized production, refined processing, and networked marketing." By leveraging new media to broaden communication channels, enhance brand storytelling, and narrow the emotional distance with consumers. Establishing a collaborative mechanism guided by the government, led by enterprises, and participated by farmers can ensure the long-term stable development of the brand. The specific strategies presented in this paper can help Jinzhou's distinctive agricultural products break away from homogenization competition, achieve brand premium, and provide support for deepening agricultural supply-side structural reforms and promoting high-quality development of regional agricultural economy. It can also serve as a reference for similar regions in their agricultural product brand building efforts.
Keywords : Jinzhou；characteristic agricultural products；brand building
参考文献
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