摘要 聚焦农业供给侧结构性改革，结合马克思主义政治经济学，透过品牌农业视觉，系统全面地分析涌泉蜜橘产业在不同历史阶段的品牌发展状况。剖析现今产业中存在的过度追求增长、智能化程度低、初级加工为主、二三产业不足、新老交替不足、科技人才匮乏、劣质品驱逐优质品等问题，提出切实可行的建议：加强科学生产经营，积极发挥政府作用，科学规划品牌战略，文化引领消费升级，线上线下同步发展，二三产业有效延伸。

关键词 侧结构性改革;品牌农业;马克思主义政治经济学;涌泉蜜橘

中图分类号 S-9-文献标识码 A

文章编号 0517-6611（2021）11-0216-05

doi：10.3969/j.issn.0517-6611.2021.11.056

开放科学（资源服务）标识码（OSID）：

Research on Brand Agriculture from the Perspective of Agricultural Supply-side Structural Reform—Taking Zhejiang Yongquan Tangerine Industry as an Example

FENG Ren-fang

（Taizhou Yumanyuan Fruit Professional Cooperative，Taizhou，Zhejiang 317021）

Abstract Focusing on the structural reforms on the agricultural supply side， combining with Marxist political economy， and through the brand agricultural vision， a systematic and comprehensive analysis of the brand development status of the Yongquan tangerine industry in different historical stages was conducted.The problems of excessive pursuit of growth， low level of intelligence， primary processing， insufficient secondary and tertiary industries， insufficient replacement of new and old， lack of scientific and technological talents， and low-quality products expelling high-quality products， were analyzed，and practical suggestions were put forward：strengthen scientific production and operation， actively play the role of the government， scientifically plan brand strategy， culture leads consumption upgrade， online and offline simultaneous development， and effective extension of secondary and tertiary industries.

Key words Side structural reform;Brand agriculture;Marxist political economy;Yongquan tangerine

农业供给侧结构性改革以现代生态农业为导向，建设生态、高效、品牌化农业为目标，发展资源节约、产品安全、技术先进、经济高效、环境友好的现代农业。品牌农业是其重要表现形式之一，指经营者通过取得相关质量认证，取得相应的商标权，通过提高市场认知度，并且在社会上获得了良好口碑的农业类产品，从而获取较高经济效益的农业[1]，目前国内学者对此关注度高[2]。浙江省临海市涌泉镇的蜜橘种植历史悠久，果品色泽亮丽、肉质脆嫩、风味浓郁，获省部级奖项数十次，为临海市农业四大金名片之首。涌泉蜜橘产业从发展初期，政府和企业等各经营主体积极融入品牌农业理念，历经品牌探索期、品牌发展、品牌提升、品牌多元化4个重要的发展阶段，已成为国内品牌农业的典范。……