CAJ | 학술논문

推动农产品品牌化经营，是实现农业现代化的重要一步，也是实现农民增收的重要途径。目前国内的农产品品牌化率不高，单个农户的力量过于弱小，无法担起创建品牌的重任，而农民专业合作组织，可以有效的降低交易费用，扮演好创建农产品品牌的角色。因此，应从做好对农民的培训和技术指导，提高农民素质；选择品牌要素，构筑品牌资本；实施品牌传播项目，推动品牌价值链的良性发展；寻求与超市的合作，实现农超对接等方面以农民专业合作组织为主体塑造农产品品牌。
추동농산품품패화경영，시실현농업현대화적중요일보，야시실현농민증수적중요도경。목전국내적농산품품패화솔불고，단개농호적역량과우약소，무법담기창건품패적중임，이농민전업합작조직，가이유효적강저교역비용，분연호창건농산품품패적각색。인차，응종주호대농민적배훈화기술지도，제고농민소질；선택품패요소，구축품패자본；실시품패전파항목，추동품패개치련적량성발전；심구여초시적합작，실현농초대접등방면이농민전업합작조직위주체소조농산품품패。
The promotion of agricultural products brand management is not only an important step to achieve agricultural modernization, but also an important way of increasing farmers＂ income. Currently, the branding rate of domestic agricultural products is still low, the power of individual farmers is too weak to take up the task of creating brand, but farmers＂ specialized cooperative organization can effectively reduce the transaction costs, and play a good role to create a brand of agricultural products. Therefore, we should carry out the training and technical guidance to farmers, improve the quality of the farmers, choose the brand elements, build brand equity, implement brand communication projects, and promote the benign development of the value chain of brand, seek the cooperation with the supermarket, the realize the farmers＂ professional cooperative organization and agricultural products brand as the main body.