地方特产品牌塑造策略研究

Study on the Strategy of Local Specialty Brand Shaping

一种特产往往成为一个地方的代名词和名片,不仅可以创造出高额的经济效益,同时在发扬与传承地方文化方面起着举足轻重的作用,因而对地方特产的品牌建设,实施品牌化经营有着特殊的意义。文中分析了我国地方特产在品牌建设中存在的主要问题并提出了品牌塑造策略,以期为我国地方特产的良性发展提供借鉴。

Being the synonymous and cards in one place,local specialty not only can create high economic benefit but also play a decisive role in promoting and inheritance of regional culture,so the local specialty brand construction together with the implementation of brand management has a special significance. This paper analyzes the main problems existing in the brand construction of our local specialties and puts forward the brand strategies in order to provide some reference to the healthy development of Chinese local specialties.