广西柑橘品牌建设现状及发展对策

Current Status and Development Countermeasures of Citrus Brand Building in Guangxi

品牌建设已经成为农产品发展的重中之重。良好的品牌建设有利于推动农产品转型升级和提升地区知名度。基于对广西柑橘品牌建设现状的分析,指出当前广西柑橘品牌建设存在品种繁乱、品牌杂而不亮、柑橘品质下降、品控体系不健全、品牌推广力度不足和柑橘品牌缺乏核心价值等问题,提出找准品牌定位、合理规划柑橘种植、保障产品质量、筑牢品牌根基、加大品牌推广、创新品牌营销渠道和建立品牌核心价值等对策,为推进广西柑橘产业健康发展、提升广西柑橘品牌知名度提供参考。

Brand building has become the most important part of the development of agricultural products.Good brand building is conducive to promoting the transformation and upgrading of agricultural products and enhancing regional awareness.The current situation of Guangxi citrus brand building is analyzed and the problems arising from the current Guangxi citrus brand construction are put forward,such as complicated varieties,too many low-value brands,low citrus quality,poor quality control system,insufficient brand promotion and lack of core values of citrus brands,based on which some countermeasures are suggested,such as identifying the brand positioning,rationally planning of citrus planting;ensuring product quality and laying a firm foundation for the brands,increasing brand promotion,innovating brand marketing channels and establishing brand core values so as to promote the healthy development of citrus industry and enhance citrus brand awareness in Guangxi.