陕西特色农产品的品牌经营战略研究

陕西具有发展特色农业的良好条件，但由于受自然经济传统约束，广大农民缺乏市场经营意识和经营经验，加之缺乏有效的农业合作组织，缺少辐射带动能力强的龙头企业，导致特色农产品的品牌化经营程度低，现有特色农产品的品牌知名度和美誉度不高，市场影响力有限。要创建陕西特色农产品品牌，必须提高特色农产品的生产者、经营者和地方政府的市场意识、品牌意识，组织专业协会，发展龙头企业，完善特色农产品技术服务支持体系，推行标准化生产，加强产后商品化处理，建立和完善农产品品牌质量认证体系，加强对农产品品牌的宣传推广力度。

Branding Strategies for Shaanxi Specialty Crops

Shaanxi province has the good foundation to develop specialty crops, but subject to the tradition of self-sufficient, lack of the brand market consciousness and management skill in the most of farmer, lack of the effective cooperation organization and the strong leader enterprise, the awareness and reputation of the existing brand is not high, market influence is limit. To establish strong brand for specialty crops in Shaanxi Province, the brand consciousness of the local government the farmer and the marketer must be improved, leader business enterprise must be developed, technique support system must be build up, standardize production must be adopted, processing after harvest must be strengthen, brand quality certified system must be built, and more advertisement must be put foreword.