农业会展节庆视角下农产品区域公用品牌提升的研究

本研究在深入调研的基础上，运用定性研究方法，对农业会展节庆的发展现状进行了分析，探索性的研究发现当前农业会展节庆模式单一、影响力不大，导致农产品公用区域品牌意识淡薄、品牌价值低。研究表明：必须合理引导农业会展节庆活动的转型升级，通过专业化的运作手段、有特色以及独创性的农业会展节庆策划对农产品区域公用品牌进行提升。说明农业会展节庆活动对农产品区域公用品牌的塑造、区域形象的传播方面具有独特的价值，应重视二者之间的互动关系。

Study on Enhancement of Produce Regional Public Brands from the Perspective of Festivals Exhibition

Present development status of the agricultural festival exhibitions was analyzed through the qualitative research method on the basis of deep investigation,and it was found that there was single mode of current agricultural festival exhibitions and little influence resulting in weak produce region public brand consciousness and low brand value.It was considered that transformation and upgrade of agricultural festival exhibitions should be reasonably guided and produce regional public brand was enhanced through such aspects as specialized operation methods and characteristic or original planning of agricultural festival exhibitions.It was concluded that agricultural festival exhibitions had a unique significance to build produce regional public brand and spread the image of the region and the interaction between them should be valued.