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</div> </div> <div class="i2i2jyu4k" id="content"> <div id="i2i2jyu4k" class="pv_box m_p ov_hi"> <div id="i2i2jyu4k" class="bw_750 fl"> <h1 class="pv_title_2"><span id="i2i2jyu4k" class="site fr"><a href='/'>首页</a>><a href='/gqmq/'>国企·民企</a>><a href='/gqmq/czd/'>财·知道</a></span><span id="i2i2jyu4k" class="t" id="a1"><a href="/gqmq/czd/">财·知道</a></span></h1> <div id="i2i2jyu4k" class="pa_0_5_0_10"> <h1 class="Content_title" id="hh"> <span id="a" style="">中国农业品牌：既要出山更要出海</span> </h1> <script>/*jQuery('#hh').width(jQuery('#a').width());*/</script> <div id="i2i2jyu4k" class="Remark"> <span>2017年05月08日 11:31 | 来源：<a target="_blank">经济日报</a></span> <span id="i2i2jyu4k" class="fr"> <div id="i2i2jyu4k" class="bdsharebuttonbox"><a href="#" class="bds_more" data-cmd="more"></a><a href="#" class="bds_qzone" data-cmd="qzone" title="分享到QQ空间"></a><a href="#" class="bds_tsina" data-cmd="tsina" title="分享到新浪微博"></a><a href="#" class="bds_tqq" data-cmd="tqq" title="分享到腾讯微博"></a><a href="#" class="bds_renren" data-cmd="renren" title="分享到人人网"></a><a href="#" class="bds_weixin" data-cmd="weixin" title="分享到微信"></a></div> <script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script> </span><span id="i2i2jyu4k" class="fr">分享到：<img src="http://www.rmzxb.com.cn/images/fx.jpg" /> </span> </div> <div id="i2i2jyu4k" class="text_box"> <p align="center"> <p style="text-indent: 2em; text-align: left;">大船之航,品牌为帆。总体来看,当前我国农业产品多、品牌少,普通品牌多、知名品牌少。中国农业应从偏重规模和数量的“吃饭农业”,向更加倚重质量和效益“品牌农业”发展阶段转换。农业品牌要走出深山,还要扬帆出?！?/p><p style="text-align:center;"><a href="/upload/resources/image/2017/05/08/1754636.jpg" target="_blank"><img src="/upload/resources/image/2017/05/08/1754636_600x600.jpg" title="W020170508220805687652" alt="W020170508220805687652" suffix="jpg"/></a></p><p style="text-indent: 2em; text-align: left;">今年是农业品牌推进年,即将到来的5月10日又是国务院新设立的“中国品牌日”。农业品牌自然成为眼下人们热议的话题。提到我国的农业品牌,有两句话为业内所熟知,一是“千家茶企不敌一家立顿”,二是“五常大米甲天下,天下大米假五?！薄Ｕ夥从沉伺┮瞪蠊蚺┮灯放魄抗兔媪俚睦Щ?也是今后推进品牌农业要着力解决的问题。</p><p style="text-indent: 2em; text-align: left;">大船之航,品牌为帆。在农业部日前举行的全国品牌农业创建推进大会上,农业部部长韩长赋说,在农业品牌的引领下,我国现代农业转型升级的新动能得到充分释放,中国农业从偏重规模和数量的“吃饭农业”,向更加倚重质量和效益“品牌农业”发展阶段转换的号角已然吹响。</p><p style="text-indent: 2em; text-align: left;">关键在于“叫得响”</p><p style="text-indent: 2em; text-align: left;">纵览神州大地,洛川苹果、五常大米、西湖龙井、赣南脐橙,这些农产品品牌如一颗颗明珠,散发着中华农业文明的魅力。数据显示,我国品牌农业创建从起步到壮大,取得了许多成效。截至2016年底,农业部已认证登记“三品一标”优质农产品10.8万个,农产品注册商标已达240余万件,为培育农业品牌奠定了基础。</p><p style="text-indent: 2em; text-align: left;">然而,总体看,我国农业还是产品多、品牌少,普通品牌多、知名品牌少。不少农产品产量位居全球第一,却缺少一批在国际上叫得响的品牌。“以茶叶为例,我国是产茶大国,茶园面积4300多万亩、产量240多万吨,均居世界第一。但茶叶品牌多而杂,有的甚至一个县就有几十种品牌?！迸┮挡渴谐∷舅境ぬ歧嫠?尽管这些年也出现了一些特色突出的茶叶品牌,但是总体上跟产茶、加工茶比较强的一些国家品牌相比还有差距。因此,业内有“千家茶企不敌一家立顿”的说法。</p><p style="text-indent: 2em; text-align: left;">没有产不出的产品,只有卖不出的商品。据农业部“百乡万户”调查组对农户的调查显示,当前农民不论是种植还是养殖,收入都不是很稳定。一个重要原因就是缺乏品牌,产品市场认可度不高。近些年,各地时不时出现农产品滞销卖难,面临卖难的农产品大多数是没有品牌的产品。品牌作为一种无形资产,就是市场号召力,自然应该受到重视。</p><p style="text-indent: 2em; text-align: left;">记者采访发现,目前除了极少数知名品牌外,多数农业品牌影响力还仅停留在局部地域,跨省跨区域的品牌不多,国际知名品牌更少。一些本来具有优势的区域公用品牌,由于?；せ撇唤∪?无法持续保持影响力。一些在全国有一定影响力的品牌常面临着假冒困扰。“天下大米假五?！?话虽夸张,却道出了五常大米近年受到大量假冒产品冲击的现实。同时,我国农产品品牌结构不均衡,初加工产品品牌多,精深加工、二次增值的产品品牌少。</p><p style="text-indent: 2em; text-align: left;">“这些现象的背后有观念的原因?！迸┮挡吭Ｎ窀辈砍ね虮θ鸱治鏊?一些地方对品牌建设存在认知误区,认为有商标就是品牌,混淆了品牌和商标的区别,“重生产,轻品牌”的现象比较普遍,打造品牌的意识不强,缺乏对品牌内涵的挖掘。不少市场主体存在品牌定位意识缺失的问题,商标注册随意性较大。一些商家认为只有高端品牌才是品牌,其实中低端品牌也有自身发展的优势,有其特定消费群体,关键是要叫得响。</p><p style="text-indent: 2em; text-align: left;">避免品牌“公地?；?/p><p style="text-indent: 2em; text-align: left;">与工业品牌不同,农产品独有区域公用品牌这一概念,常以地域整体形象出现在消费者面前。但在区域公用品牌的培育中,地方政府?；嵩庥稣庋霓限?政府在积极培育、倡导企业使用公用品牌,一些企业却并不买账,不愿使用区域的大招牌。万宝瑞说,各地对申报、推广区域公用品牌比较重视,但对公用品牌的授权、监督、管理滞后,缺乏相应的授权与退出机制,出现了区域公用品牌“泛用”和未授权生产主体“滥用”等问题,存在着“劣币驱逐良币”的“公地?；?。</p><p style="text-indent: 2em; text-align: left;">“品牌建设的关键词之一就是协同发展?！闭憬笱е泄┮灯放蒲芯恐行闹魅魏票硎?“农产品和其他产品不一样,需要原产地的物种、原产地的文化来创造。所以,企业家应当正确理解品牌战略,区域公用品牌与企业品牌之间的关系,要以区域公用品牌作为背书,以企业品牌、产品品牌作为主体走向市场”。</p><p style="text-indent: 2em; text-align: left;">不管是企业品牌还是区域公用品牌,都需要政府创造良好的环境。浙江省农业厅厅长林健东说,为了让品牌之船能够畅游市场之海,浙江省邀请了专业团队来“造船”,丽水市整合了九个县区的九大产业链,打造了全品类的区域公用品牌“丽水山耕”,目前已有302个市场主体、421个产品加入该品牌。这块区域公用的大牌子又被委托给当地一家国有公司来“掌舵”,帮助加强区域公用品牌的运营,带动农民致富。</p><p style="text-indent: 2em; text-align: left;">区域公用品牌和企业品牌如何协调也是市场主体面临的问题。陕西洛川苹果协会办公室主任雷永刚介绍,洛川采取“公用品牌”加“企业品牌”捆绑使用的办法,全县地标授权企业达154家。依照“大企业引领、中小企业支撑、合作社为纽带、营销大户为基础”的思路,采取财政奖补、贷款贴息、融资担保等手段,支持品牌做大做强。射阳大米是与五常大米类似的知名区域公用品牌,射阳大米有限公司总经理杜龙军说,主要从企业自律、行业自律和打假维权三方面维护公用品牌信誉不受损害。</p><p style="text-indent: 2em; text-align: left;">科技与文化共舞</p><p style="text-indent: 2em; text-align: left;">“农业生产自然选择性非常强,决定了我们在什么样的区域环境生产什么样的产品?！敝泄┎肥谐⌒峄岢ふ庞裣闳衔?农产品在打造国际品牌时,要立足资源优势,挖掘农业特色,突出差异化。尽管现代农业中科技的参与度越来越深,但农产品的地域性、独占性仍然十分明显。她认为,科技要与传统农耕文明紧密结合在一起,成为农业品牌最闪亮的名片。尤其要将产品安全、资源节约、环境友好贯穿始终,将绿水青山、绿色产品融入品牌价值,把植五谷、饲六畜、渔樵耕读、耕织结合的生态特色,打造成“金字招牌”。</p><p style="text-indent: 2em; text-align: left;">唐珂表示,在立足农耕文明的基础上,还要建立健全品牌创建激励?；せ?用政策的手段、金融杠杆的撬动和市场的办法,为品牌创建创造良好条件,让品牌真正产生效益。建立健全监管机制,完善品牌诚信体系,构建社会监督体系,杜绝套牌和滥用品牌行为,使品牌货真价实。探索农业品牌目录制度和星级管理制度,使农业品牌能进能出,成为带动农业转型的源头活水。</p><p style="text-indent: 2em; text-align: left;">湖南省湘西州副州长孙法军近来多次身着秦风汉服,通过网络直播推销湘西里耶脐橙,最近更是一路吆喝到了全国农业品牌大会的现场。他说,湘西位于北纬30度富硒地带,盛产柑橘等特色产品,可是由于交通不便,不少农产品长在深山人不识。如今,依靠农耕文明打造农业品牌,帮助贫困群众把优质农产品卖上了好价钱。他们统一公用品牌、统一质量标准和电商补贴,电商、微商同时孵化运行。该模式为当地老百姓增收近6000万元,其中里耶脐橙网上能卖到每斤9元,光网上就卖出了16万件。</p><p style="text-indent: 2em; text-align: left;">农业品牌要走出深山,还要扬帆出海。当今国际农业品牌的竞争,实际上是“尖端”与“特色”的竞争,“尖端”主要靠科技创新,“特色”则由民族文化承载。民族文化、农耕文明为农业品牌沉积了一座无可比拟的精神富矿。韩长赋说,未来5年至10年,将是中国农业品牌发展壮大的黄金时期,将有越来越多的中国农业品牌闪亮登场,丰富中国百姓和世界人民的餐桌,向世界展示中国农业的发展力量。</p> </div> <p class="Editor">编辑：刘小源 </p> <div id="i2i2jyu4k" class="Paging"> </div> <p class="Keyword">关键词：品牌农业</p> <h1 class="pv_title_2 mt_15"><a target="_blank" class="more mtb_14">更多</a><span id="i2i2jyu4k" class="t" id="a3"><a ><img src="http://www.rmzxb.com.cn/images/xg_t1.jpg" /></a></span></h1> <div id="i2i2jyu4k" class="pa_0_5_0_10"> <ul class="Related_ul bh_150"> <li><a target="_blank" href="/c/2017-02-09/1329850.shtml">中国将实施五大行动促现代奶业建设</a></li> <li><a target="_blank" href="/c/2017-02-07/1323111.shtml">农业部部署落实中央一号文件重点工作</a></li> <li><a target="_blank" href="/c/2017-02-04/1318074.shtml">俄罗斯“粮食专列”开进中国</a></li> <li><a target="_blank" href="/c/2016-12-29/1250347.shtml">香港工展会明年赴京推介“香港货”</a></li> <li><a target="_blank" href="/c/2016-12-25/1239600.shtml">发展战略升级转型大幕开启——鲁能集团布局泛产业地产开发</a></li> <li><a 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