我国农产品品牌建设中的风险防范.pdfVIP

2012年9月 唐都学刊 Sep．2012 第28卷第5期 Tangdu Journal V01．28 NO．5 我国农产品品 牌建设中的风险防范 田 园，苏 霞 (西安文理学院商学院，西安 710065) 摘 要：随着我国农产品品牌建设的不断发展，农产品市场出现了激烈竞争，面临着诸多风险。要规避和降低 风险，应从以下方面考虑：其一，加快实施农产品品牌整合的战略性发展规划，做好“顶层设计”；其二，不断加强科 技创新，提高品牌农产品的科技含量；其三，提高农产品品牌监管的力度，优化农产品品牌建设环境；其四，有针对 性地加大农产品企业品牌建设的扶持力度；其五，建立一套应对市场风险的农产品品牌防范机制。 关键词：我国；农产品；品牌建设；风险防范 中图分类号：F323．5 文献标志码：A 文章编号：1001—0300(2o12)05—0125一O4 Risk Prevention in the Brand Construction of Farm Produce in China TIAN Yuan，SU Xia (School ofBusiness，尉’an University ofArts and Science，Xi’an 710065，China) Abstract：With the ever—accelerated development in the brand construction of farm produce in China． intense competition in the agricultural products market has posed various risks．To avoid and lower these risks，the following countermeasures should be taken into consideration：Firstly，the strategic develop— ment plan for integrating farm produce should be implemented in the shortest possible time to do a good job in“top—level design”；Secondly，scientific and technical innovation should be constandy enhanced to increase the technology content of farm products；Thirdly，the supervision intensity on the brand farm produce should be reinforced and a good environment for brand construction of farm produce should be optimized；Fourthly，support for some special brands should be increased；Fifthly，a mechanism of risk prevention in the brand construction of farm produce in China should be established． Key words：China；farm produce；brand construction；risk prevention 改革开放30多年来，我国农产品已全面向品牌化时代 是一个弱势产业，农产品知名品牌少，知名度较低，缺乏国际 迈进，农产品的品牌建设已成为农业企业和广大农民占领市 市场的影响力和竞