山西省苹果品牌建设现状与优化策略  

Present Situation and Optimization Strategy of Apple Brand Construction in Shanxi Province

作　　者：郑精杰 ZHENG Jingjie(Jishan County Agricultural Comprehensive Service Center,Yuncheng Shanxi 043200,China)

机构地区：[1]稷山县农业综合服务中心,山西运城043200

出　　处：《果树资源学报》2024年第3期109-111,共3页Journal of Fruit Resources

摘　　要：随着中国经济的快速发展,山西省的农业产业也得到了迅猛的发展,其中,苹果产业作为山西省农业的重要支柱产业之一,对于山西省的经济发展起到了重要的推动作用。然而,随着市场竞争的加剧和消费者需求的提高,山西省苹果品牌建设存在着知名品牌较少、品牌价值较低、品牌营销手段传统、品牌形象缺乏特色、品牌保护意识不强以及品牌传播缺乏系统性和持续性等问题。全面深入地阐述了山西省苹果品牌建设现状,分析了山西省苹果品牌建设存在的问题及其原因,并提出了提高果品品质、塑造品牌形象、加强产业链整合、拓展国际市场的解决方案,以期进一步提升山西省苹果品牌的竞争力和市场份额,促进山西省苹果产业的可持续发展。With the rapid development of China's economy,the agricultural industry in Shanxi Province has also been developing rapidly.Among them,the apple industry,as one of the important pillar industries in Shanxi Province,has played an important role in promoting the economic development of Shanxi Province.However,with the intensification of market competition and the improvement of consumer demand,there are some problems in Shanxi Apple brand construction,such as fewer well-known brands,low brand value,traditional brand marketing methods,lack of characteristics of brand image,weak brand protection awareness,and lack of systematic and sustainable brand communication.This paper comprehensively and deeply expounds the current situation of Shanxi Apple brand construction,analyzes the existing problems and reasons of Shanxi Apple brand construction,and puts forward solutions to improve fruit quality,build brand image,strengthen industrial chain integration,and expand the international market,so as to further enhance the competitiveness and market share of Shanxi Apple brand.It provides theoretical support for the sustainable development of Shanxi apple industry.

关 键 词：山西 苹果 品牌建设 可持续发展 

分 类 号：S661.1[农业科学—果树学]