福建省实施农产品品牌现状与策略

20世纪90年代以来，随着农产品短缺时代的结束，市场需求开始发生改变，农产品销售面临着严峻的挑战，特别是加入WTO后，农产品的商品化程度不断提高，农产品的市场竞争出现了越来越激烈的发展态势，品牌农产品是农产品市场竞争的核心内容，高品质的品牌农产品成为市场追捧的对象，品牌农产品在市场经济中的地位逐步上升。文章针对福建省农产品发展的现状，在分析影响农产品品牌的因素的基础上,提出了福建省实施农产品品牌的思路、目标和对策与措施。

The Current Situation and tactics of implementing the brands of agricultural products in Fujian Province

From 1990s, with the end of the shortage of agricultural products, the market demands have been changing, and the sales of agricultural products were facing serious challenges. Especially after entering the WTO, the commercialization of agricultural products were increasing, the competition of the agricultural products are more and more furious. The agricultural products of good brand is the core of market, so they have been the objective of the market and their status were gradually rising in the market. Aiming at the actuality of development of the article agricultural products in Fujian Province, after the analysis the factors of the brand of the agricultural products, the article gave the objectives and countermeasures of actualizing the brand of the agricultural products in Fujian Province.