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我国地理标志农产品品牌化研究综述及启示
徐向龙,王亮
0
(铜陵学院 工商管理学院)
摘要:
在乡村振兴战略背景下,地理标志农产品品牌化研究具有重要的实践价值。近十年来的研究主要包括地理标志农产品品牌化的意义和实现路径两个方面。地理标志农产品品牌化作用的研究包括其对区域经济和社会发展的作用以及对消费者购买行为的影响;实现路径研究有对国外的经验启示研究、地理标志农产品公共品牌的保护研究、基于产业集群的发展研究和基于品牌建设和竞争力提升研究等方面。今后需在地理标志农产品管理制度优化和大数据平台建设、地理标志农产品品牌的传播及评估和退出机制等方面进一步拓展研究空间。
关键词:  地理标志  农产品  品牌化  综述
DOI:
基金项目:安徽省高校人文社会科学研究重点项目“乡村振兴战略下知名专家地区地理标志农产品品牌竞争力研究”(SK2019A0596);安徽省优秀人才基金重点项目“安徽省地理标志农产品品牌化经营战略研究”(2013SQRW075ZD)
Summary and Enlightenment of Studies on Branding of Agricultural Products with Geographical Indication in China
XU Xianglong,WANG Liang
(School of Business Administration, Tongling University)
Abstract:
Under the background of rural revitalization strategy,studying the branding of agricultural products with geographical indication is of important practical value. In recent ten years, the studies mainly cover two aspects, the significance and realization path of branding. The former involves the promotion of local economy and social development and the influence on consumers’ purchase behavior. The latter involves those studies on foreign countries’ experience, public brand protection, brand development based on industrial clusters, and improvement of brand competitiveness through brand building. In the future, it is necessary to further expand the study space from such aspects as management system optimization, big data platforms construction, brand communication, brand evaluation and exit mechanism.
Key words:  geographical indication  agricultural products  branding  summary

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