中寧枸杞品牌建設(shè)分析

【摘要】 為加快推進(jìn)中寧枸杞的品牌建設(shè)，提升產(chǎn)業(yè)核心競(jìng)爭(zhēng)力，本文在分析中寧枸杞品牌建設(shè)現(xiàn)狀的基礎(chǔ)上，總結(jié)了目前中寧枸杞在品牌建設(shè)過(guò)程中存在的問(wèn)題，如品牌的內(nèi)在潛力和價(jià)值發(fā)揮不夠、貼牌銷(xiāo)售現(xiàn)象頻繁、枸杞產(chǎn)品附加值低、行業(yè)人才匱乏等，最后提出進(jìn)一步推進(jìn)品牌建設(shè)的對(duì)策建議。

【關(guān)鍵詞】 中寧枸杞;品牌建設(shè);農(nóng)產(chǎn)品地理標(biāo)志

【DOI編碼】 10.3969/j.issn.1674-4977.2022.01.008

Analysis on Brand Construction of Zhongning Wolfberry

GUO Jia-li1，BIAN Cao2

（1.Party School of the CPC Zhongwei Municipal Committee，Zhongwei 755000，China;

2.Yinchuan Institute of Science and Technology，Yinchuan 750001，China）

Abstract： In order to accelerate the brand building of Zhongning wolfberry and enhance the core competitiveness of the industry，this article summarizes the current problems in the brand building process of Zhongning wolfberry based on the analysis of the status quo of Zhongning wolfberry brand building，such as the inherent potential of the brand and Insufficient value play，frequent OEM sales，low added value of wolfberry products，and lack of talents in the industry，and finally put forward countermeasures and suggestions to further promote the construction of brand.

Key words： Zhongning wolfberry;brand building;geographical indication of agricultural products

1 中寧枸杞品牌建設(shè)現(xiàn)狀

1.1 中寧枸杞品牌的產(chǎn)生

中寧枸杞的品牌歷史開(kāi)啟于明成化年間，在當(dāng)時(shí)中寧枸杞屬于皇家貢品。（剩余4998字）