中国荔枝产业品牌建设现状、问题及对策  

Lychee Industry Brand Building in China:Current Status,Challenges,and Strategic Solutions

作　　者：高祈祈 杨学儒[1] 齐文娥[1] GAO Qi-qi;YANG Xue-ru;QI Wen-e(College of Economics and Management,South China Agricultural University,Guangzhou,Guangdong 510642)

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《南方农村》2025年第1期13-20,共8页South China Rural Area

基　　金：现代农业产业技术体系专项基金(CARS-32-14);广东省哲学社会科学规划项目(GD23XLN34)。

摘　　要：在全球农业多元化与我国消费结构升级的背景下,特色水果产业的品牌建设成为高质量发展的关键驱动力。基于实地调研与大数据文本抓取与识别,从产业发展、品牌现状、问题及成因等维度描绘了荔枝品牌建设的全景。目前,荔枝产业在种植面积、总产量和总产值上持续增长,但品牌建设仍面临挑战,如品牌定位模糊、政策体系不健全、营销服务不完善、品牌管理保护机制薄弱及品牌文化情感缺失等。为此,提出政策建议:强化政策与技术支撑、完善品牌管理保护、激发建设主体活力、推动销售渠道多元化、深化品牌文化挖掘与传播等,以促荔枝产业可持续发展,构建农业品牌高质量发展新格局。Against the backdrop of global agricultural diversification and China's upgrading consumption structures,brand building in specialty fruit industries has emerged as a critical driver of high-quality development.Combining field investigations with big data text mining and recognition,this study comprehensively examines lychee industry branding from dimensions of industrial growth,brand status,existing challenges,and root causes.Findings indicate sustained expansion in lychee cultivation area,total yield,and output value.However,brand development faces multifaceted constraints:ambiguous brand positioning,incomplete policy frameworks,inadequate marketing services,weak brand management mechanisms,and insufficient cultural-emotional resonance.To foster sustainable lychee industry development and construct a high-quality agricultural branding ecosystem,strategic recommendations are proposed:strengthening policy and technological support,refining brand governance systems,empowering market entities,diversifying distribution channels,and deepening cultural narratives through innovative communication strategies.

关 键 词：荔枝产业 品牌建设 市场竞争力 文化建设 

分 类 号：F323[经济管理—产业经济]