基于品牌化思维的平凉红牛产业化开发探究

随着经济社会的发展,农产品品牌化进程不断加快,已成为促进农业产业实现增值增效、引领产业高质量发展的重要方向。2008年“平凉红牛”注册为全国第一个活牛类证明商标以来,平凉市就开启了平凉红牛产业品牌化发展之路,虽然近十多年来发展取得了显著成效,但在推进产业化开发中仍面临诸多制约和挑战。本文基于品牌化思维,对“平凉红牛”品牌的形成与发展、产业品牌化发展现状、面临的困难与瓶颈、未来发展对策等内容进行了探究分析,旨在为平凉红牛产业品牌化、产业化开发提供些许启示或指导。

Exploration of industrialization development of Pingliangred cattle based on branding thinking

With the development of the economic society, the branding process of agricultural products is constantly accelerating, which has become an important direction to promote the value-added and efficiency enhancement of the agricultural industry, and lead the high-quality development of the agricultural industry. Since "Pingliang Red Cattle" has been registed as the first live cattle certification trademark in China in 2008, Pingliang has embarked on the path of branding development in the Pingliang Red Cattle industry. Although significant progress has been made in the past decade, there were still many constraints and challenges in promoting industrial development. The formation and development of the "Pingliang Red Cattle" brand, the current status of branding development in the cattle industry, the difficulties and bottlenecks it faced and the future development strategies have been exploredSandSanalyzed in this article based on branding thinking, intended to provide some inspiration or guidance for the branding and industrial development of Pingliang Red Cattle industry.