乡村振兴背景下井冈蜜柚品牌建设路径研究

Research on Brand Construction of Jinggang Sweet Pomelo under the Background of Rural Revitalization

积极建设地理标志性农产品品牌有助于加快乡村振兴政策的实施。目前,在吉安市政府的不断扶持下,井冈蜜柚产业已经具有一定的规模,成为吉安市的农业支柱产业。但在产业规模扩大的同时,井冈蜜柚品牌建设问题日益严重,在产品质量、品牌形象、品牌意识、品牌营销推广体系等方面存在不足。因此,为推进井冈蜜柚品牌建设,可以借鉴“五常大米”品牌建设的成功经验,从加快品牌规模化进程,提升品牌形象,加强品牌意识,促进品牌推广等方面积极施行,助力吉安市乡村振兴可持续发展。

The active construction of brand of agricultural products with local color is helpful to promote rural revitalization.At present,under the continuous support of Ji'an government,the industry of Jinggang Sweet Pomelo has a certain scale and become the pillar industry of agricultural products in Ji'an region.However,with the expansion of the industrial scale,the brand construction of Jinggang Sweet Pomelo has a certain deficiency in product quality,brand image,brand awareness,brand marketing and promotion,etc.Therefore,in order to promote the brand construction of Jinggang Sweet Pomelo,we can learn from the successful experience of"Wuchang Rice"in brand construction,take active measures,such as accelerating the process of brand scale,enhancing brand image,strengthening brand awareness,and promoting brand promotion,to promote sustainable development of rural revitalization in Ji'an region.