DOI: 10.66106/nkyyax.20250101 ISSN: 3081-1384

锦州特色农产品品牌建设路径研究（Research on the Path of Brand Building for Jinzhou's Special Agricultural Products）

顾为 Wei Gu
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Abstract：After the implementation of the rural revitalization strategy, creating distinctive agricultural product brands has become a viable path to enhance agricultural competitiveness and increase farmers' income. Jinzhou boasts numerous distinctive agricultural product resources, but when it comes to brand building, issues such as vague positioning, low market recognition, inadequate integration of the industrial chain, and insufficient exploration of cultural connotations often arise, constraining local industrial upgrading and value enhancement. This paper focuses on exploring the brand building path suitable for Jinzhou's distinctive agricultural products. Through field research and case analysis, it is found that systematic brand building should center on regional culture for precise positioning, strengthen the overall image of "Jinzhou regional identity," and establish a tertiary industry integration system featuring "standardized production, refined processing, and networked marketing." By leveraging new media to broaden communication channels, enhance brand storytelling, and narrow the emotional distance with consumers. Establishing a collaborative mechanism guided by the government, led by enterprises, and participated by farmers can ensure the long-term stable development of the brand. The specific strategies presented in this paper can help Jinzhou's distinctive agricultural products break away from homogenization competition, achieve brand premium, and provide support for deepening agricultural supply-side structural reforms and promoting high-quality development of regional agricultural economy. It can also serve as a reference for similar regions in their agricultural product brand building efforts.

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