CAJ | 학술논문

统筹城乡发展是党中央做出的重大战略决策，开展农产品品牌营销，是农业和农村经济结构战略性调整的重要带动力量，是统筹城乡发展的有效路径。文章在品牌的理论的指导下，总结出农产品品牌营销与统筹城乡的关系，分析了陕西省农产品品牌营销中存在的问题及其原因，重点探讨了统筹城乡发展的有效路径及具体策略，即实施农产品品牌营销战略和农产品品牌的营销组合策略。
통주성향발전시당중앙주출적중대전략결책，개전농산품품패영소，시농업화농촌경제결구전략성조정적중요대동역량，시통주성향발전적유효로경。문장재품패적이론적지도하，총결출농산품품패영소여통주성향적관계，분석료합서성농산품품패영소중존재적문제급기원인，중점탐토료통주성향발전적유효로경급구체책략，즉실시농산품품패영소전략화농산품품패적영소조합책략。
Overall plan for urban and rural development is an important strategic decision made by Central Committee of C.EC.. Carrying out brand marketing of agricultural products is an important driving force to the strategic adjustment about structure of agricultural economy. It also becomes effective of balancing urban and rural development. The theory of brand marketing points out relationships between brand marketing of agricultural products and overall plan for urban and rural development; This theory also points out the existing problems in brand marketing of agricultural products and causation about these problems in Shaanxi. It puts emphasis on effective way of making overall plan for urban and rural development and discussion about concrete strategy, namely implementing strategy of brand marketing of agricultural products and combination strategy of brand marketing of agricultural products.