提升赣南脐橙品牌价值的策略研究

The Strategies to Enhance the Brand Value of Gannan Navel Oranges

赣南地区工业基础薄弱,经济发展缓慢,农民增收困难,脐橙产业的发展为该地区乡村振兴提供了有力支撑。“赣南脐橙”地理标识于2011年11月被国家批准为中国驰名商标,这为提高赣南脐橙的知名度和美誉度,促进赣南脐橙产业可持续发展起到了积极作用。赣南脐橙地理标识是赣南地区宝贵的无形资产,如何提升其品牌价值是一项值得研究的重要课题。

The industrial foundation of Gannan area is weak,economic development is slow,and farmers'income is difficult to increase,the development of navel orange industry provides favorable support for rural revitalization.“Gannan navel orange”geographical logo in November 2011 was approved by the state as China well-known trademark,this has played a positive role in improving the popularity and reputation of navel orange and promoting the sustainable development of navel orange industry in Southern Jiangxi.Gannan Navel Orange geographical identification is a valuable intangible asset in Gannan region,how to enhance its brand value is an important subject worth studying.