陕西果业的品牌建设研究

作为陕西特色农业三大鼎足之一的陕西果业,其效益并不令人满意。原因之一是品牌建设滞后。生产经营者品牌意识普遍淡漠,品牌建设基础薄弱,主体虚位以及策略失当等是品牌建设的主要问题。目前陕西果业品牌建设应当选择的措施和策略是:果业生产应瞄准区域定位,做精做强,走专业化之路,改变“小而全”,“大而弱”的现状;积极发展各生产经营者的自有品牌,重点发展产地品牌;全面实施优果工程,提升果品质量;建立健全组织保障体系,改变品牌建设主体虚位的局面;积极做好果业品牌的宣传推介及维护工作。

Studies on Brand Construction of Shaanxi Fruit Industry

As one of the three main agricultural products of Shaanxi Province, Shaanxi fruit industry is not satisfactory for the reason of the undeveloped brand construction. Such countermeasures have to be taken in brand construction of Shaanxi fruit industry as trying to be professional in production, developing local famous brand fruits, improving fruit quality, carrying out high-quality fruit project, establishing and perfecting security system, publicizing and protecting fruit brand.