平顶山市农产品地理标志品牌建设存在的问题与对策

Problems and Countermeasures in the Construction of Geographical Indication Brands for Agricultural Products in Pingdingshan City

摘要: 农产品地理标志是依托地域自然生态与人文历史形成的区域公用品牌，作为重要知识产权载体，能够赋能特色农业提质增效，助力乡村产业振兴。平顶山市位于豫西山地向黄淮平原过渡区域，独特的水土气候孕育出郏县红牛、鲁山张良姜、五里岭酥梨、大年沟血桃等优质地标农产品，地标资源在河南省位居前列。但对标国内先进地区，当地地标品牌建设存在明显短板：普遍“重申报、轻运营”，标准化体系建设滞后，产业链偏短、精深加工能力不足，品牌布局分散，公用品牌与企业品牌联动不足，知识产权保护偏弱，复合型运营人才供给短缺。本文依托区域品牌理论与农产品地理标志管理框架，结合平顶山产业实际，剖析现存问题，提出统筹品牌管理、健全全链条标准、延伸加工产业链、构建品牌矩阵、强化知识产权保护、补齐要素保障等对策，推动本地地理标志资源转化为产业与品牌优势，服务乡村全面振兴与农业高质量发展。

Abstract: Geographical indications for agricultural products are regional public brands formed based on the natural ecology and cultural history of the region. As an important carrier of intellectual property rights, they can empower characteristic agriculture to improve quality and efficiency, and help revitalize rural industries. Pingdingshan City is located in the transitional area from the western Henan mountainous region to the Huang Huai Plain. Its unique soil and water climate has nurtured high-quality landmark agricultural products such as Jiaxian Red Bull, Lushan Zhangliang Ginger, Wuliling Crispy Pear, and Daniangou Blood Peach. Landmark resources are among the top in Henan Province. However, compared to advanced regions in China, there are obvious shortcomings in the construction of local landmark brands: a general emphasis on declaration over operation, lagging standardization system construction, short industrial chain, insufficient deep processing capabilities, scattered brand layout, insufficient linkage between public and enterprise brands, weak intellectual property protection, and a shortage of composite operation talents. This article relies on the theory of regional branding and the management framework of geographical indications for agricultural products, combined with the actual situation of Pingdingshan’s industry, analyzes existing problems, and proposes countermeasures such as overall brand management, improving full chain standards, extending the processing industry chain, building a brand matrix, strengthening intellectual property protection, and supplementing element guarantees to promote the transformation of local geographical indication resources into industrial and brand advantages, serving the comprehensive revitalization of rural areas and the high-quality development of agriculture.