天津市地理标志农产品品牌化发展研究——以“沙窝萝卜”为例

Research on the Branded Development of Geographical Indication Agricultural Products in Tianjin—Taking Shawo Radish as an Example

摘要: 推动特色农产品品牌化升级，是农业高质量发展、助力乡村产业振兴的重要路径。沙窝萝卜作为天津市标志性地理标志农产品，兼具历史文化底蕴与产业发展潜力，已形成标准化种植、全链条布局的发展基础。本文以沙窝萝卜为研究对象，基于区域公用品牌价值共创模型展开系统分析，结合定量与定性研究设计，梳理其产业发展与品牌建设现状，运用SWOT分析系统评估内外部条件，剖析品牌化进程中存在的问题，突出沙窝萝卜蟹田种植、药食同源、国礼文化等独特禀赋，增加消费者与小农户视角并开展可行性与风险思辨，以期为天津地理标志农产品品牌化发展提供借鉴，助力乡村产业振兴。

Abstract: Promoting the branded upgrading of characteristic agricultural products is an important path for high-quality agricultural development and boosting the revitalization of rural industries. As an iconic geographical indication agricultural product in Tianjin, Shawo Radish boasts both profound historical and cultural heritage and great industrial development potential, and has formed a development foundation of standardized planting and whole-chain layout. Taking Shawo Radish as the research object, this paper conducts a systematic analysis based on Regional Public Brand Value Co-creation Model, combines quantitative and qualitative research design, sorts out the current situation of its industrial development and brand construction, uses SWOT analysis to systematically evaluate internal and external conditions, analyzes the existing problems in the branding process, highlights the unique endowments of Shawo Radish such as crab field planting, medicine-food homology, and national gift culture, adds consumer and small farmer perspectives and conducts feasibility and risk speculation, aiming to provide reference for the branded development of geographical indication agricultural products in Tianjin and boost the revitalization of rural industries.