摘要
新发展阶段,品牌先行成为巩固拓展脱贫攻坚成果与乡村振兴有效衔接的重要引擎。以品牌价值提升为纽带,驱动农业资源集聚、产业提效、产品提质的动力要素升级,需要在更高的起点上实现发展路径的重构,赋能乡村振兴的良性循环。遵循“谁来提升”“提升什么”以及“如何提升”的思路,通过构建农产品区域公用品牌价值提升的“主体—内容—工具”理论框架,揭示公用品牌价值提升需要多元主体联动形成的合力,品质化、声誉化、知识产权化、数字化、标准化“五化”内容协同促进的价值支撑,多维工具集成提供的策略保障,进而有效塑强农业品牌,引领产业提质增效,持续增强造血功能,为乡村振兴提供持久动力。
In the new development stage,brand has become an important engine to consolidate and expand the effective connection between poverty alleviation and rural revitalization.With the promotion of brand value as the link,the upgrading of the driving factors to drive the agglomeration of agricultural resources,the improvement of industrial efficiency and the improvement of product quality needs to realize the reconstruction of the development path from a higher starting point,so as to enable the virtuous cycle of rural revitalization.Following the idea of"who should promote","what to promote"and"how to promote",by constructing the theoretical framework of"subject--content--tool"to promote the value of regional public brand of agricultural products,it reveals that the value of public brand needs the joint force formed by multiple subjects,and the value support of the coordinated promotion of"five modernizations"including quality,reputation,intellectual property,digitalization and standardization.The strategic guarantee provided by multi-dimensional tool integration can effectively strengthen the agricultural brand,lead the industry to improve the quality and efficiency,continuously enhance the hematopoietic function,and provide lasting power for the rural revitalization.
出处
《价格理论与实践》
北大核心
2022年第11期168-171,共4页
Price:Theory & Practice
基金
2021年度中央党校(行政学院)系统重点调研课题(2021DXXTZDDYKT013)“乡村振兴战略下农产品区域公用品牌价值提升与实现路径研究”
关键词
乡村振兴
农业品牌
品牌价值
提质增效
rural revitalization
agricultural brand
brand value
quality and efficiency
