品牌专家齐聚新丰:助力找准战略基点,打造强势农业品牌
品牌化是农业现代化的显著标志,是齐聚强势产业振兴的关键。为进一步加大新丰县农业品牌化建设力度,新丰推动新丰县农业产业高质量发展,基点加快实现农业农村现代化,打造 9月7日,农业新丰县农业农村局组织知名农业品牌战略专家、品牌品牌媒体机构、新丰农业企业代表等二十余人召开新丰农产品区域公用品牌建设交流会,围绕新丰生态、资源禀赋、农业资源、品牌现状、发展趋势等进行探讨。
各方代表齐聚新丰县农业农村局召开座谈会
作为“中国岭南避暑胜地”,新丰县依托自身资源禀赋,发展乡村产业,形成了粮食、蔬菜、茶叶、水果、畜禽、南药、花卉、水产等主导产业及特色产业,现有“国字号”农业品牌4个,“粤字号”农业品牌23个,培育粤港澳大湾区“菜篮子”基地4个、省级“菜篮子”基地3个、广东省农产品出口示范基地2个、“两品一标”认证农产品41个,创建了秋峒“佛手瓜”、梅溪“美少女西瓜”、军二村鹰嘴桃、姜坑村沙糖桔、水背村红薯、潭石村百香果等一批地方特色突出、市场认同度较高的“丰字号”农业品牌。
会上,南方农村报品牌顾问、成长策划首席专家肖惠来为新丰农业打造强势品牌建言献策。他建议,以打造区域公用品牌作为乡村振兴的切入口,深入洞察社会认知并将其转化为品牌资产,提升整体竞争力和价值感,以促进农业产业与县域经济社会高质量发展。
“农产品区域公用品牌就像一个孵化平台,助力企业品牌、产品品牌发展,共享品牌超级红利。品牌指向性越明确,消费者市场就越清楚我们是在卖什么。”肖惠来提到,通过区域公用品牌的打造升级,助推产城融合高质量发展,要更加注重强势品牌的意义。
南方农村报品牌顾问、成长策划首席专家肖惠来现场分享
“强势品牌能够转化成为一种资产,通过每一次的推广,每一次的活动,每一次的亮相,逐渐地就会潜移默化到每个人的意识中,将本地特有品牌传播出去了。”肖惠来表示,新丰县农产品品类众多,要找好找准战略基点。
抱团取暖共商品牌发展,参会企业代表积极建言献策,结合自身情况就新丰县农产品区域公用品牌建设项目提出了自己的见解。
茶叶企业代表曾凡锦建议,新丰农业品牌要注重“命名”,他认为,“新丰”二字最能凸显当地的特征,更能讲好新丰县的故事。种粮企业代表许理景建议,多挖掘自然和人文的因素进行公用品牌打造,特别要讲好“岭南避暑胜地”的故事。水果企业代表潘辉程表示,应明确好自身发展条件,不能盲目去进行推广,要有自己的战略规划。
企业代表积极发言
南方农村报社参会代表表示,新丰县农产品区域公用品牌建设的定力非常强,期望在品牌专家的参与下,坚定信心,在市场竞争的茫茫大海中找到明确方向,久久为功,为广东省区县农业品牌建设探索出一条适合自身发展的道路。
新丰县农业农村局相关负责人表示,新丰县是千年古县,气候独特,丘陵盆地广布,河谷平原狭小,农业产业基础是“小而精,精而美”的情况,各农产品味道美、品质优但规模分布较为分散。结合新丰县独特的农业生产条件,将达到一定标准的产品,通过统一的区域公用品牌形象进行推广,就如同打造一艘品牌建设的大船,聚力推动品牌之船往前走,这是符合当地农业发展现状的。新丰县农产品区域公用品牌的打造,将进一步增强新丰农业的宣传推广力度及知名度、认知度,助推新丰农业发展迈向一个新高度。
专家组调研蔬菜企业
专家组调研粮食企业
【统筹】丘海涛
【见习记者】符诗富
【实习生】胡冰月
【来源】南方农村报
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