湖南优势农产品品牌发展战略研究

本文认为,优越的地理位置和自然条件,丰富的农业科技资源和现有的优质名牌产品等是湖南实施优势农产品品牌发展战略的有利条件;农产品科技含量较低,精、深加工品种少,附加值低,规模化与小生产方式矛盾突出,卫生、安全性有待提高等是不利条件。文章提出,实施优势农产品品牌发展战略,一要明确思路,优化发展环境;二要把握市场导向、资源依托、环境友好、科技支撑和动态发展的原则;三要以质量为品牌基础,以规模求品牌发展,以创新保持品牌活力,以标准化生产稳定品牌形象,并加强农业信息化建设。

Research on the Brand Strategy in Develop Preponderant Farm Produces of Hunan Province

The implementation of brand strategy in developing preponderant farm produces is a must for Hunan Province to change its resources advantage into the advantage of market and of efficiency .In implementing the strategy, we should have a good understanding of the advantages and drawbacks in implementing the strategy, clear about ideas of implementing the strategy,take a good grasp of fundamental principles of implementing the strategy,formulate a scientific brand strategy in developing preponderant farm produces, and better the social environment of implementing the strategy.