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谢伏瞻
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    2019年东北地区地理标志品牌发展报告

    摘要

    东北地区生物资源和矿产资源丰富,是我国最早大开发的区域之一,经济起步和发展较早,这为该地区丰富多样的地理标志产品开展品牌建设与发展提供了良好基础。本报告在分析东北地区自然条件、经济发展以及社会文化概况的基础上,评选了农业、工业、文化地理标志品牌十强,进一步选取五常大米和黑龙江省对该区域内的典型地理标志品牌和区域进行了案例分析,并总结了该地区地理标志品牌发展过程中存在的问题。分析认为,华东地区地理标志品牌发展过程中存在品牌意识较为淡薄、政府对品牌保护不够、地标产品定位发展不均衡、缺乏有效宣传和营销手段等问题,并据此提出了树立地标品牌意识、发挥政府部门导向作用、发挥行业协会推动作用、加强开展宣传报道、注重品牌营销策划、完善配套法律法规、健全平台保护体系、完善延展产业链等针对性建议。

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    Abstract

    Northeast China is rich in biological resources and mineral resources,and it is one of the earliest large-scale development areas nationwide. Besides,economy in this area has been started and developed early,which provides a good basis for the brand construction and development of the diverse geographical indication (GI) products. Based on the analysis of the natural conditions,economic development,and social and cultural profile of northeast China,this report selects the top 10 GI brands in agriculture,industry,and culture,and further selects Wuchang Rice and Heilongjiang Province for typical GI brand and region. Related study has been carried out,consequently the problems existing in the development of GI brands have been summarized. According to the analysis,there are problems such as weak brand awareness,insufficient government protection of brands,uneven development of landmark product positioning,and lack of effective publicity and marketing methods in the development of GI brands in east China. Therefore,targeted recommendations have been brought forward;for instance,establishing landmark brand awareness,giving play to the role of government departments and industry associations,strengthening publicity and reporting,focusing on brand marketing planning,completing supporting laws and regulations,improving platform protection systems,and extending the industrial chain.

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    作者简介
    朱锁玲:朱锁玲,南京农业大学中华农业文明研究院副研究员,研究方向为数字人文。
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