乡村振兴背景下地理标志农产品品牌建设研究——以温县铁棍山药为例

Research on Brand Construction of Geographical Indication Agricultural Products under the Background of Rural Revitalization—A Case Study of Lud Chinese Yam in Wen County

摘要: 地理标志农产品依托地域独特资源形成差异化竞争优势，并以地标品牌为抓手带动县域产业增收、推动乡村产业兴旺，是推进乡村振兴的有效路径。温县铁棍山药作为河南极具代表性的药食同源地标产品，拥有悠久的道地种植历史，当地多年持续推进标准化种植、全产业链开发与区域公用品牌运营，积累了大量可供借鉴的实操经验。文章选取温县铁棍山药作为研究样本，梳理当地山药产业发展实际情况与品牌建设落地成效，结合产业运行中暴露的现实难题提出针对性优化思路，以期能为省内其他地理标志农产品的品牌升级工作提供现实参考。

Abstract: Geographical indication agricultural goods can draw on unique local endowments to form differentiated market edges, which helps raise industrial revenues at the county level and facilitates rural revitalization. As a time-honored GI product with both medicinal and edible value native to Wen County, Henan, the Lud Chinese Yam has been cultivated on its authentic soil for thousands of years. Local authorities have long advanced standardized planting, full industrial chain development, and regional public brand operation, yielding abundant practical insights. This paper selects Wen County Lud Chinese Yam as the research object. It sorts out the actual development of its industry and achievements in brand construction, analyzes realistic bottlenecks emerging during industrial operation, and puts forward targeted optimization countermeasures, so as to offer practical references for brand upgrading of other GI agricultural goods across Henan Province.