品牌赋能视角下县域绿色农业与农旅融合高质量发展路径研究

Brand Empowerment-Driven High-Quality Development Paths for Integrated Green Agriculture and Agritourism at the County Level

摘要: 乡村振兴战略推动县域产业向高质量发展转型。农业型县域拥有生态资源、种养传统和文旅特色等优势，但普遍面临生产分散、品牌滞后和业态同质化等瓶颈，导致乡土资源难以转化为产业竞争力与增长动能。农产品区域公用品牌作为核心载体，能整合资源、提升附加值并串联农业全产业链，缓解农旅融合浅、效益低及供需失衡等问题。本文基于品牌赋能视角，梳理县域产业、农旅融合与区域品牌的协同机制，结合案例研判发展困境，从价值、组织、市场、创新与可持续性五大维度构建可推广绿色农业的农旅融合发展路径，为产业升级、农民增收和乡村振兴提供理论支撑与实践参考。

Abstract: Driven by the Rural Revitalization Strategy, county-level industries are undergoing a transition toward high-quality development. Agricultural counties boast advantages in ecological resources, farming and breeding traditions, as well as cultural-tourism features. Nevertheless, they are generally confronted with bottlenecks including fragmented production, underdeveloped branding and homogenized business forms, which prevent local rural resources from being translated into industrial competitiveness and growth momentum. As a core starting point, regional public brands of agricultural products can integrate resources, raise added value and connect the whole agricultural industrial chain, so as to address such challenges as superficial agriculture-tourism integration, low economic benefits and supply-demand imbalance. From the perspective of brand empowerment, this paper sorts out the synergy mechanism among county-level industries, agriculture-tourism integration and regional brands, and assesses development dilemmas through case studies. It further constructs a replicable agriculture-tourism integration development path for green agriculture from five dimensions: value, organization, market, innovation and sustainability, so as to provide theoretical support and practical reference for industrial upgrading, farmers’ income growth and rural revitalization.