山东省特色农业打造知名品牌的七大路径

中图分类号：F323 文献标志码：A 文章编号：2096-9902（2026）04-0099-04

Abstract：Benefitingfromanagriculturaloutput exceedingonetrilionyuan，ShandongProvincehasconsistentlyrankedfirst nationallyinagriculturalproduction.Ithasmademanypositiveandsteadyexplorationsinagriculturalreformanddevelopment， withanumberofinovativeagriculturalpracticesleadingthecountry.Thedevelopmentofspecialtyagriculturalbrandsin Shandonghasevolvedfromscratchtoexistenceandfromafewtomanyenteringthestageofbuildingwell-knownbrands.It hasformedaclusterpaternof"fruitsintheeast，vegetablesinthewest，teainthesouth，medicinalmaterialsintenorth，and aquaticproductsalongthecoast，fruitsandforestsalongtheYelowRiver"andestablishedathre-tierbrandsystemconsisting of provincialpublicbrands，regionalbrands，andenterprisebrands.Shandonghasexploredmultiplepathsincreatingwellknown brands.Drawingonmultiplecasestudies，thispaperdistlssevenmaturepathwaysthroughwhichShandong haspursuedbrand prominence：regional-singleproduct-nterprisebrandmatrix;digitalplatformsenablingpreciseproduction-marketingalignment; festivalplusculturalxperencemarketing;leadingenterprisesleadingtheconstructionofindustrializationconsortia;geoaphical indicationclustercertfication；full-chainstandardizationtoconsolidatequality；integratedmediadiseminationformultidimensionalpublicity.Theseexperiencescannotonlyguidethenextbranddevelopmentofcharacteristicagriculturein Shandong Province，but also have reference value for other agricultural areas.

Keywords： Shandong Province; characteristic agriculture；well-known brand; experience; path

山东省是农业大省，2024年山东农林牧渔业总产值12832.3亿元，连续4年突破1.2万亿元，稳居全国第一（文中数据通过《山东统计年鉴2024》、山东省农业农村厅、山东省商务厅以及地方政府网站整理获得）。（剩余6226字）