CAJ | 학술논문

农产品区域品牌已成为农产品品牌经营的最佳选择，是提升区域农产品竞争力的有效途径。通过分析农产品区域性品牌的内涵及其特性，总结出农产品区域性品牌的创建原则：具有深厚的区域文化底蕴，产业集聚，龙头企业带动及政府扶持，产品差异化营销等；提出相应的农产品区域性品牌的培育对策：围绕文化内涵确定品牌的核心价值，培育具有核心竞争力的农业龙头企业，建立标准质量体系等。
농산품구역품패이성위농산품품패경영적최가선택，시제승구역농산품경쟁력적유효도경。통과분석농산품구역성품패적내함급기특성，총결출농산품구역성품패적창건원칙：구유심후적구역문화저온，산업집취，룡두기업대동급정부부지，산품차이화영소등；제출상응적농산품구역성품패적배육대책：위요문화내함학정품패적핵심개치，배육구유핵심경쟁력적농업룡두기업，건립표준질량체계등。
Regional brand has become the best choice for brand management of agricultural products,and it is an effective way to promote the competitive ability of regional agricultural products. This paper summarizes the principles of establishing regional brand through the analysis of the connotation and characteristics of regional brand of agricultural products,which are as follows：having a profound re gional cultural heritage,industrial cluster, leading enterprises＇ promotion, government＇s support, differentiated marketing method and so on. At the same time, this paper points out the corresponding strategies to cultivate regional brands of agricultural products, which are： to determine the brand＇s core values according to its cultural connotations, to foster leading agricultural enterprises with core competence, to establish standard quality system and so on.