试论金柑水果的品牌建设——以福建尤溪金柑品牌建设为例

A Study on the Brand Building of Kumquat——Taking the Brand Building of Kumquat in Youxi,Fujian as an Example

由于水果有很强的同质性,随着消费需求的快速变化,水果市场的竞争越来越激烈,面对众多的竞争对手,作为传统水果行业,应该如何形成自己的特色,发挥品牌竞争优势,将是未来水果行业发展的关键所在。品牌作为一种竞争性资产,在竞争上的优势突出表现为经济、管理和战略三个方面,品牌已成为水果市场竞争的重要手段之一。因此,对于水果市场品牌建设显得尤为重,特别是根据水果市场的特点,通过有效措施,推进水果品牌的建设,提高水果的市场占有率,促进水果产业的持续发展。

The fruit market competition is growing increasingly fierce because of the fruit＇s strong homogeneity and the rapid changes of demand. Being faced with so many competitors, it is critical for the traditional fruit trade to develop its own characteristics and the advantages of brand competition. As a competitive asset, the competitive advantages of the brand represent distinctly on the outstanding performance of the economy, management and strategy. Brand has become an important means of competition in the fi＇uit market. Therefore, the brand-building of fruit market is particularly important, especially based on the characteristics of the fruit market and effective measures to promote fruit and brand building, to increase the market share of fruit and promote the sustainable development of the fruit industry.