提升新疆特色林果业品牌建设水平的策略研究

对新疆特色林果业规模、地区分布、出口、品牌培育和认证、品牌建设环境等进行调查研究,结果表明:新疆特色林果业实力不断增强,品牌建设已取得一定进展,但诸如品牌运营管理水平有限、销售渠道不畅、加工深度不够、企业整体实力弱等问题制约品牌建设水平提升。基于调查分析结果,提出通过实施绿色产品定位、加强品牌有效整合、加大品牌保护力度、拓宽品牌推广渠道等手段提高品牌运营管理水平,通过加强科技研发推动林果名牌塑造和提高品牌附加值,通过营销渠道创新提高品牌知名度,通过扶持和培育龙头企业增强品牌竞争力等政策建议。

Study of the Strategy on Advancing the Level of Brand Construction about Xinjiang's Distinctive Forestry and Fruit Industry

The investigation studies on Xinjiang's distinctive forestry and fruit industry scale,area distribution,export,the breed of brand and geography symbol attestation,brand environment have shown that the strength of Xinjiang's distinctive forestry and fruit industry has boosted up unceasingly,and brand construction has developed. But it has some constraints factors for advancing the level of brand construction,such as the level of brand management is limit,the channel of sale isn't expedite,the deepness of process is not enough,the strength of enterprise is ebb and so on. Based on the results of surveys and analysis,the article suggests that it should enhance management of brand by some ways,such as the product should outstand green orientation,the industry should strengthen brand integration and brand conservation,and broaden brand extend channel. And that,it should bring into effect name brand stratagem by reinforcing the research of science and technology,it should reinforce innovation of marketing channel so that to advance famous degree,and it should breed and support leader enterprise to enhance compete ability and so on.