农产品地理标志品牌竞争力提升研究

Research on Enhancing the Competitiveness of Geographical Indication Brands of Agricultural Products

摘要: 本研究旨在探讨农产品地理标志品牌对农业升级和区域经济发展的促进作用，重点分析当前面临的认知度低、同质化竞争和标准不统一等核心问题。通过典型案例分析法，结合农业农村部、国家知识产权局2025年行业统计报告权威数据与实证研究，发现差异化定位、文化价值挖掘和标准化生产能有效提升品牌价值，但资源整合不足、产业链低效和国际拓展能力弱等制约因素显著。结果表明，品牌认知度主要受传播机制和质量认证体系制约，忠诚度因标准化缺失和监管不力难以提升，市场表现则受差异化不足和渠道布局影响。基于地理标志公用品牌属性，深入剖析品牌运营中的公地悲剧问题及治理路径，同时量化分析区块链等数字技术在品牌建设中的成本与收益可行性。在此基础上，研究提出分层次培育模式建议，强调精准定位地域特色、运用数字化营销手段、建立政府–企业–农户协同质量体系等策略，以系统性提升品牌公信力和市场竞争力。

Abstract: This study aims to explore the promoting effect of agricultural product geographical indication brands on agricultural upgrading and regional economic development, with a focus on analyzing the core issues currently faced, such as low awareness, homogenized competition, and inconsistent standards. Through the case analysis method, combined with authoritative data from the 2025 industry statistics report of the Ministry of Agriculture and Rural Affairs and the National Intellectual Property Administration, as well as empirical research, it is found that differentiated positioning, cultural value exploration, and standardized production can effectively enhance brand value. However, insufficient resource integration, inefficient industrial chain, and weak international expansion capabilities are significant constraints. The results show that brand awareness is mainly restricted by the dissemination mechanism and quality certification system, loyalty is difficult to improve due to the lack of standardization and inadequate supervision, and market performance is affected by insufficient differentiation and channel layout. Based on the public brand attribute of geographical indications, this study deeply analyzes the tragedy of the commons problem in brand operation and the governance path, and quantitatively analyzes the feasibility of cost and benefit of digital technologies such as blockchain in brand building. On this basis, the study proposes a hierarchical cultivation model suggestion, emphasizing strategies such as precise positioning of regional characteristics, the use of digital marketing methods, and the establishment of a government-enterprise-farmer collaborative quality system to systematically enhance brand credibility and market competitiveness.