新疆特色林果业品牌建设途径分析  

Analysis of the Way of Brand Construct about Xinjiang's Distinctive Forestry and Fruit Industry

作　　者：许云霞[1] 

机构地区：[1]新疆财经大学工商管理学院,乌鲁木齐830012

出　　处：《中国林业经济》2010年第4期32-35,38,共5页China Forestry Economics

摘　　要：特色林果业是新疆经济发展的优势产业和支柱产业之一。目前,新疆特色林果业实力不断增强,品牌建设基础日益坚实。品牌培育和地理标识认证已取得一定进展。在政府支持下,品牌建设环境正日趋改善。但特色林果业仍存在诸如品牌运营管理水平有限、产销脱节,销售渠道不畅、产业层次低,加工深度不够、企业整体实力弱,龙头大企业少等问题。因此,新疆应该通过实施产品绿色定位、加强品牌有效整合、加大品牌保护力度、拓宽品牌推广渠道等手段来提高特色林果业品牌运营管理水平,通过加强科技研发来推动林果名牌塑造和提高品牌附加值,进行营销渠道创新来提高品牌知名度,大力扶持和培育龙头企业来增强品牌竞争力,从而不断提升新疆特色林果业品牌建设水平。Distinctive forestry and fruit industry is one of the preponderant and stanchion industry in the development of Xinjiang＇s economics.At present,the strength of Xinjiang＇s distinctive forestry and fruit industry has boosted up unceasingly,and the foundation of brand construct has increasingly become stability.The breed of brand and geography symbol attestation has developed,and brand environment has obtained improvement because of the support of government.But there are some problem on distinctive forestry and fruit industry,such as the level of brand management is limit,produce and sale is disjoint,the channel of sale isn＇t expedite,the arrangement of industry is low,the deepness of process is not enough,the strength of enterprise is ebb,and the leader enterprise is lack.So,it should enhance management of brand by some way,such as the product should outstand green orientation,the industry should strengthen brand integration and brand conservation,and broaden brand extend channel.And that,it should bring into effect name brand stratagem by reinforcing the research of science and technology,it should reinforce innovation of marketing channel so that to advance famous degree,and it should breed and support leader enterprise to enhance compete ability and so on,accordingly the level of brand construct on Xinjiang＇s distinctive forestry and fruit industry should advance continuously.

关 键 词：特色林果业 品牌建设 途径 

分 类 号：F326.22[经济管理—产业经济]