海南香蕉品牌认知提升策略研究

Study on the Strategy of Hainan Banana Brand Recognition Promotion

海南香蕉缺乏品牌观念,一方面难以满足消费者对健康绿色的品质要求,另一方面限制了香蕉的生产积极性。本文从提高海南香蕉品牌认知的角度出发,对推动海南香蕉品牌的发展,提高消费者对海南香蕉的购买意愿具有重要意义。

Banana is one of the representative fruits in Hainan Province.It has a long history of planting.Because of the advantages of natural environment,Hainan bananas are more popular in China.But people always generalize"Hainan banana"rather than say a specific brand name.At present,Hainan bananas lack brand concept,on the one hand,it is difficult to meet the quality requirements of consumers for healthy green,on the other hand,it limits the enthusiasm of banana production.From the point of view of improving Hainan banana brand cognition,this paper is of great significance to promote the development of Hainan banana brand and to improve consumers'willingness to buy Hainan bananas.