Abstract:

The regional brand refers to the public brand sign which a group of managers use in an area; Regional characteristic of agricultural production determine the status of regional brand during agricultural product＇s production and management. This paper has explained the essential features of the regional brand, and functions of competitive ability of regional agricultural producs, and analysed the existing problems of regional brand, offered a new thinking of constructing regional brand tactics.

Key words: regional brand, characteristics, competitive ability of agricuhural products, prodblems, countermeasures

摘要：

区域品牌是指一个区域内一群生产经营者所用的公共品牌标志；农业生产的区域性特征，决定了区域品牌在农产品生产、经营过程中的重要地位。阐述了区域品牌的基本特征，区域品牌对区域农产品竞争力的作用，并分析了目前区域品牌存在的问题，提出创建区域品牌策略的新思路。

关键词: 区域品牌 特征 农产品竞争力 问题 对策