武夷山土特产与品牌建设

Wuyishan Local Products and Brand Construction

中国幅员辽阔,各区域各民族在长期的历史发展过程中形成了自己的特色,包括文化、食品、土特产等。土特产因其巨大的市场潜力被商家们青睐,走进了各大超市及土特产专营店,为市场注入了勃勃生机。有些土特产已发展成为享誉国内外的特色产品,有些则垂死挣扎、岌岌可危,主要问题在于是否重视对特色产品的品牌建设。武夷山作为闻名世界的旅游胜地,其特殊的地形地貌、自然环境、地域文化赋予当地土特产特有的品牌个性。文章通过分析武夷山土特产的种类及品牌意识缺乏的成因,指出土特产建立品牌的意义和必要性,从案例着手提出打造武夷山土特产品牌的若干项措施,以推动土特产品牌发扬光大,振兴地区特色经济。

China is a large country and each region of nationality formed their own characteristics in the long historical development process,including culture,food,local products etc..local products because of its huge market potential are favored by merchants,entered the major supermarkets and specialist in local products,which has injected vitality to the market. Some local products have become famous in the domestic and foreign products,some are dying or at stake.The main issue is whether attaches great importance to the brand construction of local products. Wuyishan as the world famous tourist resort,the special topography and geomorphology,natural environment,regional culture to endowlocal products unique brand personality. The article through the analysis of the types of Wuyishanlocal products and the reasons of lack of Wuyishanlocal products brand awareness,and points out the significance and necessity oflocal products brand building.From the case to put forward some measures to build Wuyishan native brand.In order to promote the native brand carry forward,the revitalization of the regional characteristic economy.