| 农产品区域品牌建设问题研究——以山东昌乐西瓜为例 |
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| 引用本文： | 刘新超,苏毅清,赵爱伟,王志刚.农产品区域品牌建设问题研究——以山东昌乐西瓜为例[J].农业展望,2014(12):36-40. |
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| 作者姓名： | 刘新超 苏毅清 赵爱伟 王志刚 |
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| 作者单位： | 中国人民大学农业与农村发展学院,北京100872 |
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| 基金项目： | 国家社会科学基金重大项目（11＆ZD052）;中国人民大学科学研究基金（中央高校基本科研业务费专项资金资助）项目（10NXJ020） |
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| 摘 要： | 农产品区域品牌是一个区域内农业生产经营者所用的公共品牌标志。通过对山东省昌乐西瓜区域品牌建设的实地走访和问卷调查,运用统计分析,得出以下结论:昌乐西瓜具备创立区域品牌的优势基础条件,但同时也面临着政府失位、品牌认知度低等问题。针对存在的问题,提出了相应的政策建议。
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| 关 键 词： | 农产品区域品牌 昌乐西瓜 品牌建设 |
Construction of Regional Brand of Agricultural Products——A Case Study of Changle Watermelon of Shandong Province |
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| Liu Xinchao,Su Yiqing,Zhao Aiwei,Wang Zhigang.Construction of Regional Brand of Agricultural Products——A Case Study of Changle Watermelon of Shandong Province[J].Agricultural Outlook,2014(12):36-40. |
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| Authors: | Liu Xinchao Su Yiqing Zhao Aiwei Wang Zhigang |
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| Institution: | (School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872) |
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| Abstract: | Regional brand of agricultural products is a public brand symbol used by agriculture producers and administrators. Through an investigate and an survey on regional brand construction of Changle watermelon, using statistics method, the article formed the following conclusions： Changle watermelon owned the advantages of building up a good regional brand, but at the same time it faced the problems like absence ofgovemment responsibility, low brand cognition and so on. According to the problems, suggestions were proposed to improve the level of construction of regional brand of Changle watermelon. |
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| Keywords: | regional brand of agricultural products Changle watermelon brand construction |
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