构建推动区域经济发展的水果业区域品牌的思考——以江西果业为例

随着人们生活质量的提高，水果销售逐渐向无品牌销售方式告别。我国水果生产的分散性和小规模性等特点使得果业品牌建设存在很大障碍，缺乏有影响力和知名度的品牌。本文以江西果业为例，分析了果业品牌建设的现状和存在的问题，借助国内外果业品牌建设的模式，提出了如何正确处理产地品牌、企业品牌和产品品牌关系的思路。以产业集群来构建区域品牌、创新品牌建设主体和利益分配机制才能推动区域品牌的建设和区域经济的发展。

Thinking on Construction of Brand of Fruit Industry Region Promoting Regional Economy——Taking Jiangxi Fruit Industry as an Example

With the improvement of people ' living quality, fruit sale gradually breaks away from the no -brand mode. The characteristics of dispersion and small scale in production is a heavy hindrance to constructing brand of fruit product, which leads to the lack of influential and famous brand of fruit product. This paper, taking Jiangxi fruit industry as an example, analyzes the status quo and problem on brand construction of fruit industry. By reference to the construction model of fruit brand at home and abroad, it puts forward the ideas of how to handle the relation among origin brand, company brand and product brand. The construction of the regional brand and the development of regional economy can be promoted only by constructing the regional brand based on industry clusters, innovating brand construction subject and interest distribution mechanism.