特色农产品区域品牌建设研究——以地理标志小米类产品为例

摘要：

【目的】探讨如何通过质量、标准、品牌一体化推动特色农产品区域品牌建设，以解决当前品牌建设中存在的突出问题。【方法】以地理标志小米类产品为例进行实证分析，通过梳理品牌与区域品牌理论，对比分析国内成功地理标志品牌（如“敖汉小米”“沁州黄小米”）与辽宁省、河北省小米品牌的建设现状，分析地理标志在管理、品种、生产等环节的关键问题。【结果】部分地区地理标志小米品牌存在重申报轻运用、品种特色退化、标准化生产实施不力等问题，导致品牌影响力与市场价值未能充分释放。【结论】提出特色农产品区域品牌建设的三大重点方向：一是高标准引领；二是高质量供给；三是高效能运营。

Abstract:

[Objective] This study aims to explore how to promote the construction of regional brands for characteristic agricultural products through the integration of quality, standards, and branding, addresses prominent issues in current brand development. [Methods] Conducts an empirical analysis with geographical indication (GI) millet products as the research object. By systematically sorting out the theories of brands and regional brands, this study conducts a comparative analysis of the development status between successful domestic geographical indication (GI) brands (e.g.,“Aohan Millet”,“Qinzhou Huang Millet”) and millet brands in Liaoning and Hebei provinces, and identifies the key issues in geographical indication management, variety selection, production processes and other relevant links. [Results] The study finds that geographical indication (GI) millet brands in some regions face problems such as“prioritizing certification over practical application”, degradation of variety characteristics, and inadequate implementation of standardized production, which have prevented the full release of brand influence and market value. [Conclusion] Three core directions for the construction ofregional brands of characteristic agricultural products are proposed: first, it is guided by high standards; second, the supply of high-quality products; third, efficient operation.

引用格式：李昂，文武.特色农产品区域品牌建设研究——以地理标志小米类产品为例 [J]. 标准科学，2026 (4)：142 -147.

基金项目：本文受2024年辽宁省科技计划联合计划（自然科学基金—面上项目）“辽宁特色谷子标准化种植关键技术理论研究”（项目编号：2024-MSLH-208）资助。

作者简介：李昂，硕士，标准化工程师，研究方向为知识产权、品牌建设、农业标准化等。文武，通信作者，硕士，正高级知识产权师，标准化正高级工程师，研究方向为知识产权、品牌建设、农业标准化等。