基于SWOT-PEST分析的“粤字号”农产品区域品牌发展策略研究

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关键词SWOT-PEST分析法；粤字号；农产品区域品牌；发展策略；广东省

中图分类号S-9 文献标识码A

文章编号 0517-6611（2026）03-0236-05

doi：10. 3969/j. issn. 0517-6611. 2026. 03.044

开放科学（资源服务）标识码（OSID）：

The Regional Brand of“Cantonese Brand” Agricultural Products Development Based on SWOT-PEST Analysis NING Bin-yao1²，YANGMan-ting，osmii Omar（1.Shaoguan Clege，Shaoguan，Guangdong 51205;2.PolytechnicUniversityf Malaysia，Malaysia 8131O;3.South China Agricultural University，Guangzhou， Guangdong ）

AbstractTheonstrucioofregioalbndsofalpoductssessypartofaeleratiteevelopeofodelue inChina，andplasanimpoantoleinpromotigagiclturaltasfoationdupgradigGuangdongrovieatachsgeatioraeto theconstructionof“Yuezao”regionalbandofagriculturalproducts，cordingtothdevelopmenstatusof“Yuezao”regioalbandof agriculturalpoducts，ssSOaliseodtaleteadasdagsdeel andthreatsof“Yuezao”regioalbrandofagriculturalproductsfromfouraspects：politisconomy，ocietyandtechology，ndcostcts ananalysismatrix.TeinreasingimpanceofagiculturalproductsinuangdongProvince’sconomicrategyteadantagsofaural resourcesandclualoaiodteproventofgiculuralodezatiolevealsoavethrodisadvages，uchst govermentsuperionmechanism，conomicdisadvantageadweakbrandpeneration，socialrecognitiondierencsandrandopeition， andtheimbalanebetweencoldchainlogisticsandtechnogyaplicationofagiculturalproducts.Thoughteanalysis，fourstrateiesof growth，evesaliesdesftgioaladdvelopetof“uegicuralpuctseddl cyoportuniessuchas“Guangdong-Hong Kong-Macao GreaterBayArea”andRCEParetaken asanopportunitytotake advantageof the curntdeveoptporiofooicitatiodarketepasosuearesndandevelontigt nologyandlistsotiondosisofifulllealdatas，uthcalloovetort supportforthedvelopmentof“Yuezao”regioalbrandofagiculturalproductsandstrengtenthesupervisionofthequalityandsafetfag riculturalproductsBuildsoudbandusecertifctiomecansadpriceprotectionsem，strengtenthostructioofoldainlo gistcsditributioncentersinteproductioareaandotras toakeupforterowshortcoigsduceoavodpolicyeatsadn terationaltradebairs，uplyainistabilityandtetreatofproductioandmarketss，dcomprehsivelyiprovetecop sive competitiveness of the regional brand of“Yuezihao” agricultural products.

KeywordsSWO-PESTanalysis;Cantonesebrand;Regonalbrandsofagriculturalproducts;DevelopmentstrategyGuangdongProvince

强国必先强农，农强方能国强。（剩余10650字）