赣南脐橙农产品区域品牌提升策略

Improvement of the gan nan navel orange regional brand of agricultural products

区域农产品之间的竟争归根结底是品牌之间的竟争,故构建农产品区域品牌迫在眉睫。农产品区域品牌体现了一个地区农业经济和农业产业化的发展程度,对区域经济的持续发展和农民增收具有重要的现实意义。江西赣州素有"世界橙乡"之称,是全世界最大的脐橙主产区。本文就以江西赣南脐橙为例,详细阐述了赣南脐橙的现状及其所具有品牌特征,以SWOT为分析方法,分析其优势、劣势、机会与威胁,并提出强化提升其区域品牌的策略,旨在提高赣南脐橙区域品牌的竞争力。

The competition between the regional agricultural products is the competition between brands actu- ally ,so it is very important to establish optimize regional brands of agricultural products. Regional brands of agri- cultural products reflects the degree of development of a regional agricultural economy and agricultural industrial- ization, the region＇s sustained economic development and increasing farmers＂ income has important practical sig- nificance. Gan zhou in Jiangxi province, is the wodd＇s largest navel orange grain,known as ＂the world orange hometown＂. This paper taking Jiangxi gan nan navel orange as an example, introduced in detail the present situa- tion of and has the characteristics of the brand, on the basis of SWOT analysis method for analysis, this paper an- alyzes the advantages, weaknesses, opportunities and threats, and put forward the strengthening of regional brand strategy to improve its. Aiming at the improvement of the gan nan navel orange regional brand competitiveness.