乡村振兴背景下陕西商洛品牌鸡蛋发展的问题与思考OA

Under the rural revitalization strategy,the branding of characteristic agricultural products has become a key path to drive the upgrading of rural industries and promote the increase of farmers' income and prosperity.Shangluo City,Shaanxi Province,has identified the egg-laying chicken industry as the leading industry for rural revitalization.With the construction of'brand eggs' as the core approach,it has actively explored and practiced,and initially established an industrial development model that is'based on large-scale and standardized breeding,driven by technological innovation,and centered on brand value enhancement'.This study adopted methods such as field investigation,data query and policy analysis to summarize the current development status of brand eggs in Shangluo City.It analyzed the constraints and bottlenecks currently faced by the development of brand eggs,including insufficient policy support,severe brand homogenization,lagging technological innovation,single marketing channels and high production and operation costs.Countermeasures and suggestions were provided from aspects such as policy support,brand building,technological innovation,channel expansion,resource integration,and intellectual support,with the aim of offering decision-making references for the high-quality development of the brand egg industry in Shangluo City.At the same time,it also provided valuable experiences and inspirations for the branding practice of characteristic agricultural products in similar regions.