“峄城石榴”品牌发展问题与对策研究

Research on the Development of“Yicheng Pomegranate”Brand and Countermeasures

品牌化是农业现代化的标志,是转方式、调结构的重要抓手。实地调研和文献研究分析峄城石榴产业发展现状和“峄城石榴”品牌建设中存在的问题。结果显示,“峄城石榴”产品标准化程度低、质量不稳定;品牌内涵建设不足、产品辨识度低;品牌营销手段单一、产品销售量有限;品牌维护意识差、品牌保护不到位。为了提升“峄城石榴”的品牌影响力和市场竞争力,提出从产品质量—品牌定位—品牌营销—品牌保护角度出发,通过生产标准化、内涵特色化、营销多元化、保护机制化加速推进“峄城石榴”品牌发展的建议,以期增加农户收入,推动农业农村现代化发展。

Branding is an agricultural modernization symbol and a vital tool for transforming and adjusting the structure.Field research and literature studies have analyzed the current situation of the development of the pomegranate industry in Yicheng and the problems that exist in the brand building of“Yicheng pomegranate”.The results show that the“Yicheng pomegranate”products have a low degree of standardization and unstable quality,lack of brand connotation and low product recognition;single brand marketing tools and limited product sales;poor brand maintenance awareness,and inadequate brand protection.To enhance the brand influence and market competitiveness of“Yicheng pomegranate”,we propose to start from the perspective of product quality-brand positioning-brand marketing-brand guard through production standardization,connotation specialization,marketing diversification and to accelerate the development of the"Yicheng pomegranate"brand,we propose to increase the income of farmers and promote the modernization of agriculture and rural development.