基于产业链视角的天水花牛苹果品牌建设研究

Research on Brand Strategy of Tianshui Huaniu Apple from the Perspective of Industry Chain

花牛苹果是甘肃鲜食苹果的知名品牌,是“甘味”特色农产品的代表,其产业链的健康有序发展对促进地方社会经济和特色产业发展具有重要的示范作用。本文从天水花牛苹果产业链入手,分析甘肃鲜食苹果品牌的市场现状,通过梳理花牛苹果品牌发展的问题短板,针对性地提出着重在品种、品质、品牌三个方面提升完善,并综合阐述了政府引领推动、实施高标准苹果产业示范基地建设、创新果品生产经营新模式、探索“文旅产业+花牛苹果”发展新思路等天水花牛苹果品牌建设的建议,为甘肃鲜食苹果品牌策略研究提供理论参考和实践价值。

Huaniu Apple is a well-known brand of fresh apples in Gansu,representing the"Ganwei"characteristic agricultural products.The healthy and orderly development of its industrial chain plays an important demonstration role in promoting the development of local social economy and characteristic industries.This article starts with the Tianshui Huaniu apple industry chain,analyzes the market status of Gansu's fresh apple brand,and proposes targeted optimization focusing on improving and improving the variety,quality,and brand aspects,and comprehensively elaborates on the government's leadership in promoting,implementing the construction of high standard apple industry demonstration bases,and innovating new models of fruit production and operation Exploring new ideas for the development of the"cultural and tourism industry+Huaniu apple"and other suggestions for the construction of the Tianshui Huaniu apple brand provides theoretical reference and practical value for the research of Gansu fresh apple brand strategy.