基于产业转型升级的天水苹果品牌发展策略

Development Strategy of "Tianshui" Apple Based on Industrial Transformation and Upgrading

甘肃天水地区昼夜温差大,所产苹果糖分高、品质好,近年来得到市场的认可,其中花牛苹果为国家地理标志产品。但在天水苹果产业化发展的过程中,出现了苹果市场供给过剩,价格低迷,甚至大面积滞销的现象。以市场为主导,推动品牌化建设,注重附加值提升是苹果产业转型升级的关键。文章分析了品牌发展对天水苹果产业转型升级的意义,提出了基于产业转型升级的天水苹果品牌发展策略。

"Tianshui" area, in Gansu province, has a large temperature difference between day and night. The local apple has high sugar content and good quality, which has been recognized by the market in recent years. Among them,"Huaniu" apple is a national geographical indication product. However, while resolving the integration of funds for industrial development, the primary fruits of apple industry have appeared the phenomenon of excessive market supply, low prices, and even large -scale unsalability. The key to the transformation and upgrading of apple industry is to take the market as the leading factor, promote brand building and pay attention to the promotion of added value. This paper analyses the significance of brand development to the transformation and upgrading of "Tianshui" apple industry, and puts forward the brand development strategy of Tianshui apple based on the industrial transformation and upgrading.