中宁枸杞品牌建设分析

【摘要】 为加快推进中宁枸杞的品牌建设，提升产业核心竞争力，本文在分析中宁枸杞品牌建设现状的基础上，总结了目前中宁枸杞在品牌建设过程中存在的问题，如品牌的内在潜力和价值发挥不够、贴牌销售现象频繁、枸杞产品附加值低、行业人才匮乏等，最后提出进一步推进品牌建设的对策建议。

【关键词】 中宁枸杞;品牌建设;农产品地理标志

【DOI编码】 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 中宁枸杞品牌建设现状

1.1 中宁枸杞品牌的产生

中宁枸杞的品牌历史开启于明成化年间，在当时中宁枸杞属于皇家贡品。（剩余4998字）