農(nóng)業(yè)區(qū)域性公共品牌效應促鄉(xiāng)村振興

2018-07-31 16:12:21 來源：中國農(nóng)機網(wǎng)整理發(fā)布 閱讀量：37935 評論

　　【中國農(nóng)機網(wǎng) 地方農(nóng)機】農(nóng)業(yè)農(nóng)村部將今年定為了“農(nóng)業(yè)質量年”。上半年農(nóng)業(yè)農(nóng)村經(jīng)濟高質量發(fā)展開局良好，質量、品牌、效益等工作穩(wěn)步提高，在一、二季度2次國家農(nóng)產(chǎn)品質量安全例行監(jiān)測(風險監(jiān)測)中，抽檢總體合格率達到97.1%。
 
　　在此背景下，各地區(qū)更加認真落實“農(nóng)業(yè)質量年”各項任務，扎實推進質量興農(nóng)、綠色興農(nóng)和品牌強農(nóng)，樹立區(qū)域性公共品牌，助力鄉(xiāng)村振興。
 
　　黑龍江省拜泉縣：“一村一品”發(fā)展新格局
 
　　拜泉縣創(chuàng)建了食用菌、有機鴨稻米、馬鈴薯種薯、東方希望集團生豬全產(chǎn)業(yè)鏈、北方中草藥等5個特色產(chǎn)業(yè)園。此外，著力于實施農(nóng)產(chǎn)品品牌戰(zhàn)略，加快培育打造“鶴泉綠”農(nóng)產(chǎn)品公共品牌，以品牌整合資源，逐步形成“一村一品”、縣域主業(yè)品牌突出的發(fā)展新格局。
 
　　在將資源優(yōu)勢轉換為品牌優(yōu)勢的同時，拜泉縣還注重“互聯(lián)網(wǎng)+農(nóng)業(yè)”的融合發(fā)展，發(fā)展“互聯(lián)網(wǎng)+”電商產(chǎn)業(yè)新興業(yè)態(tài)，積極構建“1+ 16+N”的縣鄉(xiāng)村三級電商服務網(wǎng)絡，實現(xiàn)線上線下互動式銷售。其創(chuàng)建的“瓜先生”、“豆包姐妹花”等電商品牌，年初以來已經(jīng)實現(xiàn)線上銷售農(nóng)產(chǎn)品750噸，銷售收入4850萬元，產(chǎn)業(yè)不斷轉型升級。
 
　　四川省南充市：品牌創(chuàng)建全面提速
 
　　南充市立足于當?shù)氐馁Y源優(yōu)勢，圍繞“2+N”主導產(chǎn)業(yè)大力建設“中國晚熟柑橘之鄉(xiāng)”，品牌創(chuàng)建全面提速。全面完成區(qū)域公用品牌戰(zhàn)略規(guī)劃編制驗收工作，完成“南充嘉作”區(qū)域品牌商標和互聯(lián)網(wǎng)域名注冊，大力開展知識產(chǎn)權保護。
 
　　實施品牌戰(zhàn)略，通過多形式宣傳推介“南充嘉作”區(qū)域公用品牌。其中“石孔貢米”“高坪南瓜”等6個產(chǎn)品被評為全國名特優(yōu)新農(nóng)產(chǎn)品，而“營山黑山羊”“航粒香米”被評為四川省農(nóng)產(chǎn)品品牌。
 
　　吉林省：發(fā)揮地理標志產(chǎn)品品牌效應
 
　　實施品牌戰(zhàn)略是提高吉林省地理標志農(nóng)產(chǎn)品市場競爭力有效的途徑，截至去年末，吉林省地理標志商標已有60件，涵蓋人參、大米、梅花鹿等31類地理標志產(chǎn)品品類，已涌現(xiàn)出吉林大米、長白山人參、吉林雜糧雜豆、皓月牛肉、延邊黃牛、雙陽梅花鹿等吉林省的“金字招牌”。
 
　　吉林省重視地理標志農(nóng)產(chǎn)品品牌的營銷推廣工作，通過整體規(guī)劃和布局，合理配置具有戰(zhàn)略意義、競爭價值的推廣方式和營銷渠道；發(fā)展專賣店、超市、電子商務渠道，充分利用網(wǎng)絡進行推廣，增加投放渠道，加大推廣力度；同時通過參加一些農(nóng)產(chǎn)品博覽會，吸引國內(nèi)外客商，擴大分銷路徑，展示吉林省農(nóng)產(chǎn)品的形象，擴大整體影響力。
 
　　青海省海西州：全面打造柴達木品牌
 
　　海西州地域遼闊、生物資源豐富，大氣、水源、土壤、草原、生物等構成了良好的生態(tài)環(huán)境，為當?shù)匕l(fā)展高原特色農(nóng)牧業(yè)提供了便利。同時海西州位于青藏高原東北部，海拔高、干旱少雨、草場沙化，生態(tài)系統(tǒng)具有先天脆弱性，復雜的自然稟賦構成了資源的多樣性，構成了發(fā)展特色生態(tài)農(nóng)業(yè)得天獨厚的條件。
 
　　當?shù)赝ㄟ^多種方式發(fā)展具有當?shù)靥厣霓r(nóng)牧農(nóng)業(yè)柴達木品牌。如形成集種植、養(yǎng)殖、食品加工、生態(tài)旅游、科研為一體的綜合企業(yè)，以帶動周邊牧民脫貧；還有的企業(yè)堅持“公司+合作社+農(nóng)戶”的發(fā)展模式，以產(chǎn)業(yè)帶動農(nóng)民增收；有的則是按照“市場需求、政府引導企業(yè)、企業(yè)連接基地、基地帶動牧戶”的思路，積極發(fā)展訂單牧業(yè)，有效促進牧業(yè)增效、牧民增收的畜牧業(yè)產(chǎn)業(yè)化發(fā)展。
 
　　小結
 
　　區(qū)域性公共品牌的創(chuàng)建因其在生產(chǎn)地域范圍、品種品質管理、品牌使用許可、品牌行銷與傳播等方面具有共同訴求與行動，因此，更加有利于對當?shù)氐墓操Y源進行合理優(yōu)化配置，形成整個區(qū)域協(xié)同進步發(fā)展的局面。
 
　　此文由本網(wǎng)發(fā)布整理，部分資料來源：黑龍江日報、四川省農(nóng)業(yè)廳、吉林日報、柴達木日報，如有侵權或異議請聯(lián)系我們。

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