漾濞核桃区域品牌形象特色化设计策略研究

Yang Bi walnut Regional Brand Image Design Strategy of Characteristic

核桃是云南省高原特色化农业和高效林业发展的代表性产业,但是受到营销渠道发展的限制,云南核桃产业呈现产量不断增加而产值却逐渐下降的趋势。品牌特色化建设是突破云南核桃产业发展瓶颈重围、提升其市场竞争力、塑造良好地方形象的有力举措。本文重点研究如何将地域文化、时尚营销理念等元素融入到农产品品牌形象的建设中,进而优化漾濞核桃的品牌价值。

Walnut is a representative industry in the development of highland characteristic agriculture and high-efficiency forestry in Yunnan Province.However,due to the limitation of the development of marketing channels,the production of walnut in Yunnan Province is increasing while the output value is gradually decreasing.The construction of brand characteristics is a powerful measure to break through the bottleneck of the development of Yunnan walnut industry,enhance its market competitiveness and create a good local image.This paper focus on how to integrate regional culture,fashion marketing concept and other elements into the construction of agricultural product brand image to optimize the brand value of Yang Bi walnut.