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湘西在地理位置、气候、土壤以及地质结构因素的影响下,潜藏着三个生态优势带:发酵带、富硒带、亚麻酸带。当地的湘酒鬼、老爹果王素等品牌取得极大的成功,就是开发和营运了这种独特的生态资源优势。本文基于湘西“三带”产品品牌发展的现状和取得的经验,给出了“三带”产品品牌建设的定位模型,并提出了品牌建设的政府措施和企业措施。
Under the influence of geographical location, climate, soil and geological structure, Xiangxi lurks three ecological belts: fermented belt, selenium-enriched belt and linolenic acid belt. The great success of the local brands of Hunan drunkard, daddy and prince Wang Su has developed and operated this unique advantage of ecological resources. Based on the status quo and experience gained from the brand development of the “Three Belts” in western Hunan, this paper gives the positioning model of “Three Belts” brand building and puts forward the government measures and enterprise measures for brand building.