产业视角下环京津山区贫困县农业品牌建设路径研究——以张家口市崇礼区为例
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摘要
[目的]农业品牌建设是连接农业生产与市场消费的有效途径,是贫困地区特色农产品产销对接的重要抓手,在环京津贫困地区率先实现农业品牌建设的突破,示范意义重大。然而,针对贫困县的研究相对缺乏,农业品牌建设实践中脱离产业实际的问题比较常见,亟需路径探索。[方法]采用文献梳理、案例分析、实地和书面调研等方法,以张家口市崇礼区为例,对环京津山区贫困县农业品牌建设的现状进行分析,对路径与战略作出谋划。[结果]环京津山区贫困县的农业产业具有品质优势、错季优势和物流优势,受到资源短缺、投入不足、人才匮乏的限制,也面临居民消费升级、京津冀协同发展、产业扶贫等机遇。[结论]在产业视角下推进环京津山区贫困县农业品牌建设,应当重点实施品质农业发展行动,加强品牌营销,培育专业队伍,开展小而美、中高端、精准化的特色农业品牌建设。同时,建议上级有关部门在组织保障、政策倾斜、指导服务上给予有力支持。
Agricultural brand construction is an effective way to connect agricultural production and market consumption,and an important starting point for connection between the production and marketing of featured agricultural products in poverty-stricken areas. It is of great significance to take the lead in realizing the breakthrough of agricultural brand construction in the poverty-stricken areas around Beijing and Tianjin. In practice,however,the research on poor counties is relatively lacking,and the problems of leaving the industrial reality in the practice of agricultural brand construction are common,so it is urgent to explore the development path of agricultural brand construction in the poverty-stricken areas. Taking Chongli district of Zhangjiakou city as an example,this research adopted the methods of literature review,case analysis,field investigation and written research,to analyze the current situation of agricultural brand construction in poverty-stricken counties in mountainous areas around Beijing and Tianjin,and made a good plan for the strategic path. The results show that the agricultural industry in povertystricken counties in mountainous areas around Beijing and Tianjin have the advantages of quality,unique climate and logistics,while it is limited by shortage of resources,insufficient investment and lack of talents. Also,it is facing the opportunities for upgrading of household consumption,coordinated development of the beijing-tianjin-hebei region and industrial poverty alleviation. In order to promote the agricultural brand construction in the povertystricken areas around Beijing and Tianjin from the perspective of industry,the local government should focus on implementing quality agricultural development,strengthening brand marketing and cultivating professional team. The characteristic agricultural brands should be constructed as smart,medium and high-level,and precise. Meanwhile,it is suggested that the government should give strong support in organizational guarantee,policy preference,guidance and services.
Agricultural brand construction is an effective way to connect agricultural production and market consumption,and an important starting point for connection between the production and marketing of featured agricultural products in poverty-stricken areas. It is of great significance to take the lead in realizing the breakthrough of agricultural brand construction in the poverty-stricken areas around Beijing and Tianjin. In practice,however,the research on poor counties is relatively lacking,and the problems of leaving the industrial reality in the practice of agricultural brand construction are common,so it is urgent to explore the development path of agricultural brand construction in the poverty-stricken areas. Taking Chongli district of Zhangjiakou city as an example,this research adopted the methods of literature review,case analysis,field investigation and written research,to analyze the current situation of agricultural brand construction in poverty-stricken counties in mountainous areas around Beijing and Tianjin,and made a good plan for the strategic path. The results show that the agricultural industry in povertystricken counties in mountainous areas around Beijing and Tianjin have the advantages of quality,unique climate and logistics,while it is limited by shortage of resources,insufficient investment and lack of talents. Also,it is facing the opportunities for upgrading of household consumption,coordinated development of the beijing-tianjin-hebei region and industrial poverty alleviation. In order to promote the agricultural brand construction in the povertystricken areas around Beijing and Tianjin from the perspective of industry,the local government should focus on implementing quality agricultural development,strengthening brand marketing and cultivating professional team. The characteristic agricultural brands should be constructed as smart,medium and high-level,and precise. Meanwhile,it is suggested that the government should give strong support in organizational guarantee,policy preference,guidance and services.
引文
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[18]李美羽,王成敏.河北省培育农产品品牌的实现途径.中国农业资源与区划,2014,35(6):150-158.
[19]伍锐.农产品品牌营销路径研究.中国农业资源与区划,2016,37(5):180-184.
[20]张文超.日本“品牌农业”的农产品营销经验及中国特色农业路径选择.世界农业,2017(6):173-176.
[21]段玲玲,黄庆华.农产品品牌建设——中国西部重庆市农产品品牌建设研究.世界农业,2017,(12):225-229.
[22]阿财.国外农产品品牌建设启示录.企业家日报,2019-01-06(2).
[23]曾小清.时光鸡岁月鸭和年华猪的进城路.四川日报,2016-03-15(12).
[24]周禹龙.“丽水山耕”:一张传统山区的生态农业“金名片”.中新网浙江新闻,2018-09-16.
[2]周应堂,欧阳瑞凡.品牌理论及农产品品牌化战略理论综述.江西农业大学学报,2007(1):2-5.
[3]李小星.品牌研究理论回顾与评价.中国商界,2009(6):158.
[4]韩福荣,王仕卿.品牌理论发展评述.世界标准化与质量管理,2006(9):4-6.
[5](美)凯文·莱恩·凯勒.战略品牌管理.北京:中国人民大学出版社,2006.
[6](美)艾·里斯,杰克·特劳特.定位.北京:中国财政经济出版社,2002.
[7](英)约翰·菲利普·琼斯.广告与品牌策划.北京:机械工业出版社,1999.
[8](日)八卷俊雄.日本的一村一品.广州:暨南大学,2007.
[9]林荣清.国内外品牌农业研究综述.江西农业学报,2013,25(7):143-146.
[10]陆国庆.区位品牌:农产品品牌经营的新思路.中国农村经济,2002(5):59-62.
[11]胡晓云.农业品牌及其类型.中国农垦,2018(5):51-53.
[12]胡晓云,程定军,李闯,等.中国农产品区域公用品牌的价值评估研究.中国广告,2010(3):126-132.
[13]向明生.农业区域品牌战略.北京:中国农业出版社,2016.
[14]陆娟.我国农业品牌的建设现状、面临挑战与发展建议.中国产经,2017(5):60-63.
[15]农业部市场与经济信息司.中国农产品品牌发展研究报告(2014).农业农村部网,2014-12-10.
[16]余明阳,杨芳平.品牌学教程.上海:复旦大学出版社,2009.
[17]李建军.农产品品牌建设——基于农业产业链的研究.北京:经济管理出版社,2013.
[18]李美羽,王成敏.河北省培育农产品品牌的实现途径.中国农业资源与区划,2014,35(6):150-158.
[19]伍锐.农产品品牌营销路径研究.中国农业资源与区划,2016,37(5):180-184.
[20]张文超.日本“品牌农业”的农产品营销经验及中国特色农业路径选择.世界农业,2017(6):173-176.
[21]段玲玲,黄庆华.农产品品牌建设——中国西部重庆市农产品品牌建设研究.世界农业,2017,(12):225-229.
[22]阿财.国外农产品品牌建设启示录.企业家日报,2019-01-06(2).
[23]曾小清.时光鸡岁月鸭和年华猪的进城路.四川日报,2016-03-15(12).
[24]周禹龙.“丽水山耕”:一张传统山区的生态农业“金名片”.中新网浙江新闻,2018-09-16.
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