云南高原特色农业品牌战略探析

Exploration on the Brand Strategy of Plateau Characteristic Agriculture in Yunnan Province

本文主要从品牌管理视角来讨论高原特色农业的发展,认为高原特色农业发展的目的是走出高原,参与国内及国际市场竞争,而在与其他地区农产品市场竞争胜出的决定性因素是品牌。并对高原特色农业品牌战略的制定方法、结构体系进行分析,指出品牌战略的突破点是企业品牌战略,实施品牌战略是优化高原特色农业产业结构、提升产业竞争力,产品附价值及市场占有率的有效途径。

From the vision of brand management,in the paper the development of plateau characteristic agriculture was discussed.The opinion was proposed that the intention of plateau characteristic agriculture development was to go out the plateau to compete with the domestic and foreign agriculture market and the key success factor was brand strategy.The planning method and structure of plateau characteristic agriculture brand strategy were analyzed and it was pointed out that the breakthrough lied in brand strategy of firm.Brand strategy could contribute to the optimization of the agricultural industrial structure,the enhancement of competitiveness and the increase of additional value and market share.