基于比较的山东省农产品品牌建设研究.pdfVIP

第27卷第4期 青岛科技大学学报 (社会科学版 ) V I．27．No．4 201lg-12月 Journal of Qingdao University of Science and Technology(Social Sciences) Dee．201 I 基于比较的 山东省农产品品牌建设研究 。 王兆君，房莉莉 (青岛科技大学 经济与管理学院，山东 青岛 266061) [摘 要]山东省是农业大省，农产品品牌建设尤为重要。借鉴分析云南大益普洱茶和新疆库尔勒香梨两个典型农 产品品牌建设的经验和教／)1l，根据山东省农产品品牌建设所面临的问题，提出山东省农产品品牌建设的有效对策为： 强化品牌内涵建设、加大品牌传播力度、加强政府引导和监督、促进社会共同解决食品安全问题。 [关键词]典型农产品品牌；比较研究；农产品牌建设对策 [中图分类号]F061．5 [文献标识码]A [文章编号]1671—8372(2011)64—0054—03 Research on agricultural products brand construction of Shandong province based on the comparison WANGZhao un，FANGLi—li (College ofEconomics and Management，Qingdao University ofScience and Technology,Qingdao 266061，China) Abstract：Shandong province is a big agricultural province，SO the construction of agricuhural products brand becomes especially important．The paper selected 2 typical agricultural products brand as examples：Pu’er tea of DAYI brand from Yunnan province and pear of KUERLE city from Xinxiang province，to analyze and summarize the experience and lessons of the brand construction．The paper also analyzed the brand construction problems of Shandong province，and based on the experience and lessons of above 2 brands，the paper finally propounded the proposal of agricultltral products brand construction of Shandong province．The proposals included strengthening the connotation of brand construction，stepping up efforts to brand communication，strengthening the guidance and supervision of government and calling for social organizations to jointly manage food quality safety issues． Key words：typical agricultural products brand；comparison research；proposals of brand construction 随着经济发展总水平的提高，农业生产的主要 设大有裨益。 目标已不再是数量农业，而是转为对品质的要求，即