地域品牌保护与产业升级战略研究——以“大连大樱桃”地理标志为例

Research on the Protection of Regional Brands and the Strategy of Industrial Upgrading—Taking “Dalian Sweet Cherry” Geographical Indication as an Example

摘要: 地理标志作为一种具有独特地域特征的准公共品牌资产，是推动现代农业高质量发展和乡村产业振兴的重要抓手。本文以“大连大樱桃”地理标志保护产品为研究对象，运用品牌资产理论与公共产品理论，系统剖析了其在发展过程中面临的地理标志监管存在盲区、网络电商低价竞争透支品牌联想、外部竞争加剧导致“时间差”红利收窄以及一二三产融合深度不足等现实困境。研究表明，农产品地域品牌的溢价能力与生命力高度依赖于其感知质量的稳定性和公共资源配置的有效性。为此，本文提出了完善“一箱一码”全产业链质量追溯体系、制定官方硬性分级标准规范电商准入、推进“数字农田 + 智能设施”升级以及打造“樱桃+”都市三产融合模式等战略路径，以期为大连大樱桃产业的高质量转型及我国同类农产品地理标志的保护提供定性决策借鉴。

Abstract: As a quasi-public brand asset with distinctive regional characteristics, geographical indication (GI) is a key vehicle for driving the high-quality development of modern agriculture and rural industrial revitalization. Taking the protected GI product “Dalian Sweet Cherry” as the research object, and applying the brand equity theory and public goods theory, this paper systematically analyzes its practical dilemmas in the development process, including blind spots in GI supervision, online e-commerce price wars overstraining brand association, narrowing “time-gap” dividends due to intensified external competition, and insufficient depth in the integration of the primary, secondary, and tertiary industries. The study indicates that the premium-earning capacity and vitality of regional agricultural brands heavily depend on the stability of perceived quality and the efficiency of public resource allocation. Consequently, this paper proposes strategic paths such as perfecting the “one box, one code” full-chain quality traceability system, formulating official rigid grading standards to regulate e-commerce market entry, advancing the upgrade of “digital farmland + intelligent facilities”, and creating the “Cherry+” urban three-industry integration model, aiming to provide qualitative decision-making references for the high-quality transformation of the Dalian sweet cherry industry and the protection of similar agricultural GIs in China.