陕西省特色农产品区域品牌竞争力提升对策研究

随着我国农业的快速发展,农产品需求总量与消费结构均推动着农产品市场竞争日趋激烈。农业现代化、特色化及区域化发展,反过来又催生农产品区域品牌。陕西作为我国传统的农业大省,农业生态资源丰富,区域品牌建设发展势头良好,但是总体来看与沿海发达地区相比仍有差距,仍具有较大的上升空间。鉴于此,文章在分析陕西省特色农产品区域品牌建设现状的基础上,从区域因素、品牌因素、产业因素及支持因素等4个方面阐述农产品区域品牌竞争力静态构成要素,并基于上述4个静态要素,从16个具体要素来构建陕西省农产品区域品牌竞争力评价的指标体系,同时运用模糊层次分析法测算出陕西省特色农产品区域品牌竞争力综合得分及从各主准则层权重、主准则层得分及分准则层得分等3个方面判断影响陕西农产品区域品牌竞争力的重要因素,并提出积极落实农业产业集群化发展战略、有效构筑农产品区域品牌伞、加大政府对农产品品牌调控与扶持力度等提升陕西特色农产品区域品牌竞争力建议。

RESEARCH ON THE PROMOTION STRATEGY OF REGIONAL BRAND COMPETITIVENESS OF CHARACTERISTIC AGRICULTURAL PRODUCTS IN SHANXI PROVINCE

With the rapid development of agriculture in China, the market competition is becoming increasingly fierce due tothe demand for agricultural products and consumption structure change of agricultural products. Agricultural modernization, characteristics and regionalization of agricultural products continue to catalyze the creation of regional brands. Shaanxi, as a major agricultural province in China, is rich in ecological resources and regional brands, and has a good momentum of development, but there is still a large gapcompared to coastal areas. Based on the analysis of characteristic agricultural products in Shaanxi province, this paper analyzed the present situation of the regional brand construction from the four aspects, i.e., regional factors, brand factors, industry factors and support factors, illustrated the static elements of regional brand competitiveness of agricultural productsbased on the 4 static factors, constructed the evaluation index system of the regional brand competitiveness of agricultural products from 16 specific elements, and measured the scores of the regional brand competitivenessusing fuzzy AHP method,and determined the important factors influencing regional brand competitiveness according to the main criterion weight, main criterion score and sub criteria layer.Finally, it put forward some strategies to promote the development of agricultural regional brand in Shaanxi.