山东省西瓜、甜瓜品牌发展现状及对策研究

Development status and countermeasures of watermelon and melon brands in Shandong province

山东省西瓜、甜瓜种植历史悠久,种植面积和产量均居全国前列,是山东省农业现代化的支柱产业之一。近年来,山东省在西瓜、甜瓜品牌建设上取得了一定的成绩,积累了丰富的经验,但整体来看,尚存在品牌意识不强、科技含量低、品牌缺乏特色、营销手段落后四个方面的主要问题。为进一步做大做强山东省西瓜、甜瓜品牌,提出以下建议:一是深挖品牌内涵,打造品牌特色;二是细分消费市场,精准品牌定位;三是完善标准体系,保障产品品质;四是加强科技创新,提升技术含量;五是创新营销方式,完善流通体系。

Shandong province has a history of thousands of years of watermelon and melon cultivation.Its planting area and yield are among the highest in China,and it is one of the pillar industries of agricultural modernization in Shandong province.In recent years,Shandong province has made some achievements in the construction of watermelon and melon brands and accumulated rich experience.Such as,paying attention to variety replacement,attaching importance to technological innovation,and paying attention to standardized production,and so on.However,on the whole,there are still four main problems:First,weak brand awareness and imperfect quality monitoring system;second,low scientific and technological contribution,insufficient innovation in breeding,planting and deep processing technology;third,lack of brand characteristics,low attraction to consumers;fourth,backward marketing means and imperfect circulation system.In order to further expand and strengthen the watermelon and melon brand in Shandong province,the following five aspects should be highly regarded:First,dig deeper into the brand connotation and create brand characteristics;second,subdivide the consumer market,accurate brand positioning;third,improve the standard system to ensure product quality;fourth,strengthen scientific and technological innovation and enhance technological content of products;fifth,innovate marketing methods and improve the circulation system.The implementation of these measures will not only help to enhance the competitiveness of watermelon and melon brands in Shandong province,but also help to enhance the competitiveness of Shandong agriculture and comprehensively promote rural revitalization.