云南地方猪品牌发展现状与对策

Development Status and Countermeasures of Autochthonous Pig Brands in Yunnan Province

生猪产业是云南省农业农村经济的支柱产业,也是云南打造世界一流“绿色食品牌”的重点产业,开展地方猪品牌建设意义重大。分析了云南省生猪养殖企业和15家地方猪养殖企业产品品牌建设基本情况,针对云南省地方猪品牌建设中存在的有影响力区域公用品牌缺乏、品牌推广针对性和系统性不强、产品品牌定位不够清晰等问题,提出了品牌定位差异化、产品生产多元化、营销手段花样化、生产品种良种化、生产过程标准化的发展建议,以期为云南省地方猪产业发展和猪肉品牌升级打造提供参考。

The pig industry is not only a foundation of Yunnan Province′s agricultural and rural economy,but also a critical industry for Yunnan Province to establish a world-class green food brands.It is of great significance to build autochthonous pig brands.This paper analyzed the basic status of product brand construction of some pig breeding companies and 15 autochthonous pig breeding enterprises in Yunnan Province.In light of the issues that exist in the construction of autochthonous pig brands in Yunnan Province,such as the lack of influential regional public brands,the weakness of pertinence and systematicness of brand promotion,and the unclear product brand positioning,this paper offers some recommendations,including brand positioning differentiation,product diversification,marketing means diversification,breed improvement,and manufacturing process standardization,in hoping to provide references for the development of autochthonous pig industry and upgrade of the pork brands in Yunnan Province.