新疆农产品品牌建设及组合策略研究

A Study of Agricultural Products Brand Building and Portfolio Strategy in Xinjiang

本文通过对新疆现有农产品品牌情况进行统计,分析了新疆农产品品牌建设中存在的现实问题,即产品严重同质化、品牌数过量,同类产品不同品牌间无序竞争,品牌离散度高,缺乏强势品牌,尤其缺乏体现省(区)级竞争意义的集合品牌,以及具有核心价值和明确定位的区域品牌组合战略规划。为此,本文运用有关区域品牌理论、品牌组合理论对新疆现有各类农产品品牌、企业品牌、区域公用品牌进行深度分析,提出新疆农产品品牌组合策略及建议。

Based on product brands statistics results, we analyzed the problems that exist in the agricultural product brands building practices in Xinjiang. We realize that the main problems is serious homogenization, excessive brand, disorderly competition between similar products of different brands, high brand Discrete Degree, low level of creativity, and the lack of strong brand. In particular the lacks of a collection of brands reflected the competitive significance of the provinces level, and a strategic planning for brand portfolio with core values and a clear positioning. Through the use of the regional brands and brand portfolio theory for in - depth analysis of existing agricultural products brands, corporate branding, regional public brand, we put forward the strategies and recommendations for the agricultural products brand portfolio of Xinjiang in this paper.