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乡村振兴背景下恭城油茶品牌发展战略的探究

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农产品品牌发展战略是区域产业高质量发展及推进乡村振兴战略实施的有效路径之一.恭城油茶作为广西优质的非遗资源及地理标志产品,由于其特殊的农产品产品特性,可围绕其构建县域主导特色产业;在恭城油茶品牌发展过程虽取得良好阶段性成效,但仍存在品牌知名度不足、标准不明确、营销不精准、文化不清晰等问题,运用品牌发展战略理念,提出恭城油茶品牌发展战略制定的基本原则与思路,以及现阶段品牌化发展的重点措施建议,通过品牌化建设与发展,助力县域社会经济全面发展与产业转型升级.
Exploration of Gongcheng Oil Tea Brand Development Strategy in the Context of Rural Revitalization
Agricultural product brand development strategy is one of the effective paths for the high-quality development of regional industries and the implementation of rural revitalization strategy. Gongcheng oil tea as a high-quality non-heritage resources and geographical indications products in Guangxi,due to its special characteristics of agricultural products,county leading characteristic industry can be constructed around it. Although the brand development process of Gongcheng oil tea has achieved good stage results,there are still problems such as lack of brand awareness,unclear standards,inaccurate marketing and unclear culture. This paper uses the concept of brand development strategy to put for-ward the basic principles and ideas of the brand development strategy of Gongcheng oil tea,as well as the key measures for the development of branding at the current stage,through the brand construction and development,to help the overall development of the county's socio-economic and industrial transformation and upgrading.

Rural revitalizationGongcheng oil teaBrand development strategyIndustrial upgrading

李富宁、韦璐、张洁玉、刘纯青

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广西农业职业技术大学,广西南宁 530007

广西恭城瑶族自治县平安镇农业农村综合服务中心,广西恭城 542501

乡村振兴 恭城油茶 品牌发展战略 产业升级

2023年广西高校中青年教师科研基础能力提升项目2023年度广西农业科技自筹经费项目2023年广西高校中青年教师科研基础能力提升项目2022年度广西农业职业技术大学校级人文社会科学研究课题

2023-KY1214Z20230872023KY1213YZS2202

2024

10.3969/j.issn.0517-6611.2024.19.051

安徽农业科学
安徽省农业科学院

安徽农业科学

影响因子：0.413
ISSN：0517-6611
年,卷(期)：2024.52(19)
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