新质生产力背景下慈溪杨梅产业及品牌发展的路径研究

Research on the development path of Cixi Yangmei industry and brand under the background of new productivity

摘要

新一轮科技革命与产业变革深入下，新质生产力成农业现代化关键驱动力。慈溪杨梅产业凭悠久栽培史、优越自然条件及显著集群效应，是浙及全国杨梅产业重要代表。消费升级与农业现代化转型中，其面临品种单一、精深加工不足、冷链短板及品牌溢价有限等问题。本文从新质生产力视角，分析其产业与品牌现状及挑战，提出突破品种瓶颈、拓展加工、建智慧供应链、品牌升维及引人才等路径，推动产业向智能、高效、高附加值转型，为区域特色农产品高质量发展供理论与实践参考。

Abstract

With the deepening new sci-tech revolution and industrial transformation, new-quality productive forces have become a key driver of agricultural modernization. Backed by its long cultivation history, superior natural conditions and notable agglomeration effects, the Cixi bayberry industry is a major representative of the bayberry industry in Zhejiang and even China. However, amid consumption upgrading and agricultural modernization, it faces issues like single variety, inadequate deep processing, cold chain weaknesses and limited brand premium. From the perspective of new-quality productive forces, this paper analyzes the status and challenges of the Cixi bayberry industry and its brand, and proposes paths: breaking variety bottlenecks, expanding processing scope, building a smart supply chain, implementing brand upgrading, and attracting professionals. These aim to drive its transformation toward intelligence, efficiency and high added value, and offer theoretical references and practical insights for the high-quality development of regional characteristic agricultural products.

关键词

新质生产力 / 慈溪杨梅 / 农业现代化 / 品牌建设

Key words

new-quality productive forces / Cixi bayberry / agricultural modernization / brand building

参考文献

[1] 何晴, 邵滢. 一颗杨梅的“全链升级”[N]. 宁波日报, 2025-06-09(002).

[2] 郑建. 以新质生产力推动农业现代化:理论逻辑与发展路径[J]. 价格理论与实践, 2023,(11): 31-35.

[3] 张春伟, 廖燕凌. 网络环境下的品牌溢价效应的影响因素研究[J]. 电子商务, 2008,(01): 43-47.

[4] 江柯莹. 乡村特色产业的品牌发展问题及对策研究[D]. 浙江农林大学, 2025.

基金资助

浙江省大学生科技创新活动计划暨新苗人才计划项目(2025R443A013)