CAJ | 학술논문

山东省是农业大省，农产品品牌建设尤为重要。借鉴分析云南大益普洱茶和新疆库尔勒香梨两个典型农产品品牌建设的经验和教训，根据山东省农产品品牌建设所面临的问题，提出山东省农产品品牌建设的有效对策为：强化品牌内涵建设、加大品牌传播力度、加强政府引导和监督、促进社会共同解决食品安全问题。
산동성시농업대성，농산품품패건설우위중요。차감분석운남대익보이다화신강고이륵향리량개전형농산품품패건설적경험화교훈，근거산동성농산품품패건설소면림적문제，제출산동성농산품품패건설적유효대책위：강화품패내함건설、가대품패전파력도、가강정부인도화감독、촉진사회공동해결식품안전문제。
Shandong province is a big agricultural province, so the construction of agricultural products brand becomes especially important. The paper selected 2 typical agricultural products brand as examples： Pu＇er tea of DAYI brand from Yunnan province and pear of KUERLE city from Xinxiang province, to analyze and summarize the experience and lessons of the brand construction. The paper also analyzed the brand construction problems of Shandong province, and based on the experience and lessons of above 2 brands, the paper finally propounded the proposal of agricultural products brand construction of Shandong province. The proposals included strengthening the connotation of brand construction, stepping up efforts to brand communication, strengthening the guidance and supervision of government and calling for social organizations to jointly manage food quality safety issues.