摘要
咖啡品牌建设有助于促进咖啡产业转型升级,推动咖啡产业可持续发展。云南省是全国咖啡种植规模最大的地方,有着100多年的咖啡种植历史。由此,以云南省为例,通过实地观察法以及相关文献分析,发现云南咖啡存在品牌建设基础薄弱、品牌建设主体力量缺乏、品牌知名度不高、品牌营销与保护力度不够的现象,提出推动咖啡产业标准化生产、加强品牌建设专业人才培养、创新开展品牌营销、加强政策支持等策略,以促进云南咖啡品牌建设。
Coffee brand construction helps to promote the transformation and upgrading of coffee industry and promote the sustainable development of coffee industry.Yunnan Province has the largest area under coffee in China,with a cultivation history of more than 100 years.Therefore,construction of coffee in Yunnan Province was analyzed based on field survey and review of relevant literature.The results showed that Yunnan coffee industry has some problems such as weak foundation of brand construction,lack of main forces for brand construction,low brand popularity and insufficient brand marketing and protection,based on which put forward are some suggestions such as promoting standardized production of coffee industry,strengthening the cultivation of professional talents of brand construction,innovating brand marketing,strengthening policy support and other strategies to promote the band construction of Yunnan coffee.
作者
唐建华
TANG Jianhua(College of Public Administration,Hohai University,Nanjing,Jiangsu 211100,China)
出处
《热带农业科学》
2022年第1期91-96,共6页
Chinese Journal of Tropical Agriculture
基金
江苏高校哲学社科专题项目(No.2020SJB0179)
中央高校基本科研业务费项目“新时代城乡融合发展机制研究”(No.B210207116)。
关键词
云南咖啡
品牌建设
可持续发展
Yunnan coffee
brand construction
sustainable development
