中药材种业发展现状及品牌化战略路径

目前,我国中药材基原物种较多,中药材品种选育和制种技术发展水平不均衡,中药材种子种苗产品质量监管体系不健全,中药材种子种苗市场主体小、散、弱,缺少品牌中药材种子种苗产品。尽管我国中药材新品种选育取得了一定成果,但中药材种子种苗标准及配套政策法规体系还需要进一步完善,中药材新品种推广力度还需要进一步加强,中药材种业将逐渐向标准化、商品化、品牌化的方向发展。中药材种子企业必将在我国中药材种质资源保护、开发和利用中发挥主力军作用。结合我国种业发展及政策法规现状,提出中药材种子企业通过建立健全支撑品牌的产品、标准、技术、模式、团队、体系等核心要素实现企业品牌化战略的发展路径,以期对中药材种子企业的品牌创新经营和持续发展提供参考。

Development Trend and Branding of Seed & Seedling Industry of Chinese Medicinal Plants

Despite the various germplasm resources, medicinal plants in China face such problems as unbalanced development of breeding and seed-production techniques, unsound system for quality supervision of seeds and seedlings for planting (hereinafter referred to as seedlings), scattered seed and seedling enterprises of small scale and low competitiveness, and lack of brand seed and seedling products. Although some achievements have been made in the breeding of medicinal plants in China, efforts should be made to further improve the standards on seeds and seedlings of medicinal plants and the supporting policies and regulations and strengthen the promotion of new varieties. Only by doing this can the seed industry of Chinese medicinal plants be more standardized, commercialized, and branded. Seed enterprises of Chinese medicinal plants will play a leading role in the protection, development, and utilization of the germplasm resources of medicinal plants in China. In light of the status quo of Chinese seed industry and the current supporting policies and regulations, this paper proposed a branding development pathway of establishing and improving the core elements such as products, standards, technologies, models, teams, and systems for seed enterprises of Chinese medicinal plants, which is expected to be helpful for the innovative brand management and sustainable development of such enterprises.