北京市乡镇级农产品区域公共品牌建设研究——以顺义区北务镇为例

Research on Construction of Township-level Agricultural Regional Public Brands in Beijing:Taking Beiwu Town in Shunyi District as an Example

中文关键词: 农产品  区域公共品牌  乡村振兴

英文关键词: agricultural product  regional public brand  rural revitalization

中文摘要:

      农产品区域公共品牌建设是驱动地方经济发展、促进农民增收的重要引擎。北京市各乡镇积极探索适合自身特点的农产品区域公共品牌建设路径，在科技赋能、市场拉动、三产融合等方面取得了显著成效。然而，北京市乡镇级农产品区域公共品牌建设在实践层面仍面临品牌管理机制缺位、标准化建设滞后、营销能力薄弱及保护体系失范四大关键挑战。基于顺义区北务镇的实证研究，本研究提出四维协同路径:构建品牌管理体系，明确治理主体权责；完善全链标准化机制，构建品质保障闭环；创新营销方式，提升价值传递效能；强化品牌保护机制，防范“公地悲剧”风险。

英文摘要:

      The development of agricultural regional public brands effectively drives local economic growth and increases farmers' income. Towns across Beijing have actively explored pathways for building such brands, achieving remarkable results in areas such as technology empowerment, market-driven initiatives, and the integrated development of primary, secondary, and tertiary industries. However, the development of these township-level agricultural regional public brands in Beijing still confronts four key challenges in practice: absence of brand management mechanisms, lagging standardization development, deficient marketing capabilities and institutional anomie in protection systems. Based on empirical research from Beiwu Town, Shunyi District, this study proposes a four-dimensional coordinated pathway: establishing a brand management system to clarify governance responsibilities; improving whole-chain standardization mechanisms to build quality assurance loops; innovating marketing approaches to enhance value communication efficacy; strengthening brand protection mechanisms to mitigate "tragedy of the commons" risks.