武鸣沃柑区域公用品牌建设现状与对策研究

Research on Status and Countermeasures of“Wuming Orah Mandarin”Regional Public Brand Construction

在分析目前武鸣沃柑的种植、加工、销售等产业的基础上,研究了武鸣沃柑区域公用品牌的策划与建立、宣传推介、监督管理、建设成效,结果表明:武鸣地区存在品牌使用量较少、产品提前上市、品牌假冒伪劣使用、品牌外包装不统一、产品溯源系统不健全等问题,并从产业发展、品牌保护、品牌监管、品牌辨识度、产品溯源等方面提出了一些相应的对策与建议。以期为武鸣沃柑区域公用品牌推广,实现沃柑产业健康发展,并以此实现乡村产业振兴提供一定的参考。

Based on the analysis of the planting,processing and sales of“Wuming orah mandarin”,this paper studied the status quo of the planning,establishment,promotion,supervision,management and construction of the regional public brand of“Wuming orah mandarin”.The results showed that there were problems such as less brand usage,early launch of products,fake and shoddy use of brands,inconsistent brand packaging and imperfect product traceability system.Finally,countermeasures and suggestions were put forward from the aspects of industrial development,brand protection,brand supervision,brand recognition and product traceability,in order to provide reference for the regional public brand construction of“Wuming orah mandarin”.