大连特色农产品品牌发展对策研究

Research on Development Countermeasures of Characteristic Agricultural Product Brands in Dalian

摘要: 推进农产品品牌建设是实施农业品牌化发展、助力乡村产业振兴的重要举措。大连依托优越的区位与生态条件，培育出大樱桃、海参、蓝莓等一批特色农产品，产业规模庞大、品牌认证体系完善，多项区域公用品牌具备较高市场影响力，当地也出台系列政策持续推进品牌标准化与质量管控。但目前当地农产品品牌仍存在结构失衡、运营能力薄弱、品牌保护与多方协同机制不完善等短板。本文以大连特色农产品品牌为研究对象，综合运用农业品牌化发展、区域公用品牌等理论，梳理产业与品牌发展现状，深度剖析现存问题，并从品牌结构优化、运营能力提升、保护机制健全三个维度提出系统性发展对策。研究成果可为大连农产品品牌提质增效、增强区域农业核心竞争力提供实践参考。

Abstract: Promoting the construction of agricultural product brands is an important measure to advance agricultural branding and facilitate the development of rural industries. Benefiting from superior geographical location and ecological conditions, Dalian has developed a variety of characteristic agricultural products such as sweet cherries, sea cucumbers and blueberries. It boasts a large industrial scale and a sound brand certification system, and many regional public brands have achieved strong market influence. A series of local policies have been introduced to steadily advance brand standardization and quality management. Nevertheless, local agricultural product brands are still plagued by imbalanced structure, inadequate operational capacity, and imperfect mechanisms for brand protection and multi-party coordination. Taking characteristic agricultural product brands in Dalian as the research subject, this paper adopts theories concerning agricultural branding and regional public brands to sort out the development status of industries and brands and conduct an in-depth analysis of existing problems. It also puts forward systematic development countermeasures from three aspects: optimizing brand structure, improving operational capacity and perfecting protection mechanisms. The research findings can serve as practical references for upgrading agricultural product brands and strengthening the core competitiveness of regional agriculture in Dalian.