凉山州特色水果产业品牌建设路径研究

中图分类号：F326.13 文献标识码：A 文章编号：1002-204X（2025）06-0073-04

doi：10.3969/j.issn.1002-204x.2025.06.014

AStudy on Brand Building PathofLiangshan Prefecture's Characteristic Fruit Industry

Chen Liang'，Tang Lin2* ，Chen Juan'，Luo Li’，ChenMengl （1.Neijiang Academyof Agricultural Sciences，Neijiang，Sichuan 6410；2.Sichuan YiLanguage School/Liangshan Prefecture Ethnic Cadre School，Liangshan，Sichuan ）

Abstract Liangshan Prefecture，with its unique natural conditions，enjoys significantresource advantages inthe fieldof characteristicfruitindustry.Atpresent，thisregionstillfaces manychallenges in brand building.Byconducting anindepthanalysisofthecurrentdevelopmentstatusofthecharacteristicfruitindustrybrands inLiangshanPrefecture，the problemsexisting in brandpositioning，promotion，maintenanceand industrial chaincolaborationofLiangshan Prefecture'scharacteristicfruitsarerevealed.Targetedsolutionsare proposed，aimingtoenhance theirbrand nfluence and market share and promote the high-quality developmentof Liangshan Prefecture's characteristic fruit industry. Key Words Characteristic fruits; Fruit industry; Brand building;Industrial chain

在全球经济一体化和市场竞争日益激烈的背景下，品牌建设已成为企业、产业乃至区域经济发展的核心竞争力。（剩余5943字）