基于原产地效应的地理标志农产品品牌建设研究

发布时间：2018-08-17 08:50

【摘要】：地理标志又名原产地标志,地理标志农产品应向目标消费者传递正向信息以形成积极的原产地形象,进而增强其原产地效应。在目标消费者心目中,与非地理标志农产品相比,地理标志农产品的正向原产地效应更显著,具有无法复制性、浓厚的地域特色、标识识别效应明显、生产的地理空间有限且要求严格、品牌效应显著等优势,但消费者对其认知度较低,在品牌建设方面存在如产品品质具有波动性、品牌公共属性易产生搭便车的投机行为、假冒产品防治难度较大等问题。因此在正确认识加强地理标志农产品品牌建设的重要意义基础上,应通过树立科学的品牌理念,注重技术进步,稳定提高产品质量,建立品牌保护的长效机制,加强品牌文化的传播,加强产业链发展等有效措施加强品牌建设。
[Abstract]:Geographical indications, also known as geographical indications, should transmit positive information to target consumers in order to form a positive image of origin so as to enhance the effect of origin. In the eyes of the target consumers, compared with non-geographical indication agricultural products, the positive origin effect of geographical indication agricultural products is more significant, which has the characteristics of being unable to replicate, strong regional characteristics, and marked recognition effect. The geographical space of production is limited, strict requirements, obvious brand effect and other advantages, but consumers have a low degree of awareness of its brand construction, such as the volatility of product quality, brand public attributes are prone to hitchhiker speculation, Counterfeit products are difficult to prevent and cure. Therefore, on the basis of correct understanding of the importance of strengthening the brand construction of geographical indication agricultural products, we should establish a scientific brand concept, pay attention to technological progress, steadily improve product quality, and establish a long-term mechanism for brand protection. Strengthen the spread of brand culture, strengthen the development of industrial chain and other effective measures to strengthen brand building.
【作者单位】：河北北方学院经济管理学院;
【基金】：河北北方学院重大项目(ZD201318)
【分类号】：F323.5

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