“唐农”品牌价值提升路径研究

Core Viewpoint - Tangshan City is enhancing its agricultural product branding through the implementation of the "Double Ten Double Hundred" project and the "Three Products and One Standard" initiative, aiming to transform local specialties into recognized brands and improve agricultural competitiveness [1][2]. Group 1: Brand Development - The city has established a multi-tier brand system with "Tangnong" as the main brand, covering various sub-brands in grains, livestock, aquatic products, vegetables, and fruits [1]. - As of now, Tangshan has registered 9 national specialty agricultural products and 8 characteristic agricultural products, along with 10 famous agricultural trademarks and 44 geographical indication trademarks [1]. - The brand value enhancement is driven by a combination of standards, characteristics, marketing, technology, and integration, facilitating the transformation of local products from "specialty" to "golden business cards" [1]. Group 2: Quality and Safety - The city is focusing on standardizing production for local products like Yutian soft-shelled turtle and Baigezhuang rice, with plans to expand these standards to more specialty agricultural products [2]. - Tangshan has developed a "Smart Agricultural Safety" management platform to ensure quality and safety throughout the agricultural supply chain, promoting a grid-based regulatory model [2]. - The city aims to encourage more agricultural enterprises to pursue green food and organic product certifications through policy support and market promotion [2]. Group 3: Industry Integration - Tangshan is promoting deep processing and value expansion in agriculture, exemplified by the development of processed products from the local chestnut, such as chestnut mooncakes and chestnut wine [3]. - The integration of agriculture with cultural tourism is emphasized, with local products being featured in tourist routes to enhance sales and promote rural revitalization [3]. - The city is also focusing on a "clean vegetable" supply chain to enhance agricultural supply-side reforms, with plans to deliver a significant portion of the province's clean vegetables to Beijing [3]. Group 4: Marketing and Promotion - Tangshan is utilizing innovative marketing strategies, including AI virtual digital personas and live-streaming sales, to enhance the influence of its agricultural brands [4]. - The city is actively participating in national product exhibitions and has established sales channels in Beijing through partnerships and community outreach [4]. - Future efforts will focus on deepening the cultural narratives behind agricultural products to increase brand value and consumer connection [4].