地方特色美食区域品牌研究——以永定“下洋牛系列”为例  

Some Discussions on Regional Brands of Local Delicacies——a Case Study of Beef Serial Dishes in Xiayang,Yongding

作　　者：胡昇平[1] 徐维群[1] 

机构地区：[1]龙岩学院,福建龙岩364000

出　　处：《龙岩学院学报》2017年第6期75-80,共6页Journal of Longyan University

基　　金：龙岩学院闽台客家研究院规划课题"闽西客家文化创意产品品牌研究"(LK2015025)

摘　　要：地方特色美食下洋牛系列形式多样,市场基础良好。历史感厚重、原料供应方便且成规模是下洋牛系列美食的区域特色,但其区域品牌的培育存在诸多问题。下洋牛系列区域品牌培育可以从意识、产品、宣传和品牌管理寻找提升的突破口,以期推动下洋牛系列美食区域品牌的发展壮大进而把下洋特色美食带入良性循环的发展通道。The local delicacies of beef series in Xiayang are various in forms and tastes,which sell well. The history and convenience of beef supply are the indispensable regional features. But such problems as weak regional brand consciousness,lack of brand protection,small scale as well as not enough promotion still exist. To solve these problems,promotion and protection of the regional brand should be done so as to bring the delicacies into its own sustainable development.

关 键 词：地方特色美食 区域品牌 下洋牛系列 客家 

分 类 号：F713.50[经济管理—市场营销]