基于四层协同机制的全域性农产品区域公用品牌发展路径
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1浙江经贸职业技术学院,浙江 杭州 310000;2浙江大学,浙江 杭州 310058

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通讯作者:

陆柏益(1980—),男,浙江大学教授,博士。E-mail:bylu@zju.edu.cn

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杭州市哲学社会科学规划课题成果(编号:Z24JC005);国家现代农业产业技术体系岗位科学家项目(编号:CARS-11-zjlby);浙江省供销社研究课题重点项目(编号:22SSZ03);浙江经贸职业技术学院省属高校基本科研业务费专项资金资助(编号:24SBYB07)


Development paths of holistic regional public brand for agricultural products based on four-tier collaborative mechanism
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1Zhejiang Institute of Economics and Trade, Hangzhou, Zhejiang 310000, China;2Zhejiang University, Hangzhou, Zhejiang 310058, China

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    摘要:

    农产品区域公用品牌的研究和建设经历过“市—县—企”三层结构等数种模式后,又出现了基于“市—县—镇—企”四层级的品牌结构,并进一步演化出包含农业、轻工业、文旅、康养、文创等多产业要素的全域性区域公用品牌模式。但在发展过程中,各层级品牌之间仍存在层级间以及层级内的资源不协同、品牌传播数字化链路缺失等问题。文中通过模式梳理,探索在共同富裕背景之下,实现全域性农产品区域公用品牌各主体层级之间深化协同、打造新质生产力、带动区域共同富裕和实现高质量发展等路径。

    Abstract:

    Considerable progress has been made in the research and construction of regional public brands for agricultural products. After experiencing several models such as the three-tier structure of "city, county, and enterprise", a brand structure based on the four tiers of "city, county, town, and enterprise" has emerged, and it has further evolved into a holistic regional public brand model that encompasses multiple industrial elements such as agriculture, light industry, cultural tourism, health care, and cultural creativity. However, during the development process, there are still problems such as inter-level and intra-level resource incoordination among brands at all levels, as well as the absence of digital links for brand communication. Through the review of models, this paper explored how to deepen the collaboration among various subject levels of holistic regional public brands for agricultural products under the background of common prosperity, create new-quality productive forces, drive common prosperity in the regions, and achieve high-quality development.

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引用本文

何捷,黄伟素,唐贵珍,等.基于四层协同机制的全域性农产品区域公用品牌发展路径[J].食品与机械,2026,(3):243-248.
HE Jie, HUANG Weisu, TANG Guizhen, et al. Development paths of holistic regional public brand for agricultural products based on four-tier collaborative mechanism[J]. Food & Machinery,2026,(3):243-248.

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  • 收稿日期:2026-01-14
  • 最后修改日期:2026-03-11
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  • 在线发布日期: 2026-05-13
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