安康市富硒区域品牌建设的现状与对策

Present Situation and Countermeasures in Brand Construction of Selenium-enriched Products in Ankang City

安康市是我国少有的土壤富硒区域之一,且易被植物吸收利用,正努力开发富硒产品特别是富硒食品,打造天然富硒品牌。介绍了安康市富硒区域品牌建设的现状,指出其发展过程中存在品牌发展规划滞后、品牌建设重视不够和品牌形象定位不明晰、品牌管理不到位、品牌商标注册未落实和产业发展水平较低等问题,提出制定品牌的科学发展规划、培育品牌的核心要素、营造品牌建设的良好生态环境、做好品牌的定位与形象塑造、加大对品牌的宣传力度和助推富硒产业发展等对策与建议。

Ankang City is one of rare selenium enriched soil regions in China. The selenium in soil can be easily absorbed and utilized by plants. Currently Ankang City is making efforts to develop selenium enriched products, especially selenium enriched food, and build natural selenium enriched brands. The problems of lag brand developmental planning, inadequate attention to brand construction, unclear brand image positioning, improper brand management, uncommitted brand trademarks registration and low industrial development level during the development process are pointed out by introducing the current situation of selenium-enriched regional brand construction in Ankang City. The countermeasures of formulating the scientific development planning of brands, cultivating brand core elements, building a good ecological environment for brand construction, accomplishing brand positioning and image-building, increasing brand publicity and boosting development of selenium enriched industry are proposed at the same time.