摘要
目的:研究老北京水果1品牌的发展对策。方法:从品种资源分布、特色文化属性、保护恢复情况、品牌登记背书4个方面分析老北京水果发展现状和存在的问题。结果:当前存在部分品种恢复有难度、协同联动发展机制有待完善、品牌建设服务能力有待提升、品牌特色内涵挖掘有待深入、品牌宣传推介力度有待加强5方面问题。结论:从强化品牌创建引领、加强品牌创新联动、挖掘保育优质资源、开展果园提升改造、延展品牌宣展形式、畅通销售对接渠道6个方面,提出促进老北京水果品牌发展的建议,为推动全市老北京水果品牌建设和振兴奠定基础。
Objective To research the development countermeasure of Old Beijing fruit brand.Method From variety resource distribution,characteristic cultural attributes,protection and restoration and registration and endorsement to analyse the development status and problem of Old Beijing fruit.Result There are five problems at present:recovering some varieties has difficulty,completing the coordinated development mechanism is needed,improving the service capacity of brand construction is needed,deeply digging the connotation of brand characteristics is needed,and strengthening the publicity and promotion for brand is needed.Conclusion From strengthening the lead of brand creation,enhancing brand innovation linkage,digging and cultivating of high quality resources,upgrading orchards,extending the publicity and exhibition types of brand,smoothing sales channels to put forward the suggestions to promote the development of Old Beijing fruit brand,in order to lay the foundation of the whole city's Old Beijing fruit brand construction and revitalization.
作者
马越
陈浩
王剑
马凤生
李征
张卫国
MA Yue;CHEN Hao;WANG Jian;MA Feng-sheng;LI Zheng;ZHANG Wei-guo(The Digital Agriculture and Rural Promotion Center in Beijing,Beijing 100101,China;The Promotion Center of Garden greening Industry in Beijing,Beijing 100013,China)
出处
《中国食物与营养》
2022年第7期22-25,共4页
Food and Nutrition in China
关键词
老北京水果
品牌
品种
对策研究
Old Beijing fruit
brand
variety
countermeasure research
