农产品区域品牌与企业品牌协调发展问题探讨

摘要

In the course of development of agricultural products regional brand and enterprise brand, some problems occurred such as brand rapid degradation, product quality differentiation, underutilizing regional brand, poor government’s regulation, lower enterprise’s moral level, weaker brand awareness and so on. To solve these problems, some suggestions were proposed in this study:to strengthen the surveillance, to give full play to the leading role of the industry association, to found the agricultural industrial cluster, to strengthen the enterprise ethics construction,to cultivate the leading enterprises brand, and to strengthen publicity of brand.%在农产品区域品牌与企业品牌发展过程中，出现了品牌快速劣化、产品质量分化、区域品牌利用不充分、政府监管不力、企业道德水平较低和品牌认知度不高等问题，为此，应加强监督力度、发挥行业协会的引领作用、打造农业产业集群、加强企业道德建设、培育龙头企业品牌、加强品牌宣传力度，从而使区域品牌与企业品牌能够协调发展。