摘要
利用案例研究法系统梳理“莆田优品”区域品牌建设的现状、难点和思路。研究发现:1)在建设现状上,“莆田优品”已成功注册集体商标,并正式发布和实施《莆田优品评价通用要求》,目前共有70家企业入选“莆田优品评价证明书”认证企业,认证企业产品通过“莆田优品”线下展厅、“莆田优品”线上商城和参加各类展销会等形式拓展了销售渠道;2)在建设难点上,国内区域品牌类型众多,“莆田优品”作为以地域命名的区域品牌在品牌定位和品牌协同上更加复杂,同时还存在品牌溢出效应;3)在建设思路上,应该以“标准+认证”为引领,以产品创新为动力,以“培育+评价”为保障,推动“莆田优品”区域品牌高质量发展,提升莆田城市形象。
The case study method is used to systematically sort out the status,difficulties and ideas of the regional brand construction of"Putian Premium Products".Research has found that:1)In terms of current development status,"Putian Premium Products"have successfully registered a collective trademark and officially released and implemented General Requirements for the Evaluation of Putian Premium Products.Currently,70 companies have been selected as certified enterprises under the"Putian Excellence Evaluation Certificate"program.The products of these certified enterprises have expanded their sales channels through various channels,including the"Putian Premium Products"offline exhibition hall,the"Putian Premium Products"online mall,and participation in various trade fairs;2)In terms of challenges,there are numerous types of regional brands in China,and as a regional quality brand named after a geographical area,"Putian Premium Products"face greater complexity in brand positioning and synergy,and there is also a brand spillover effect;3)In terms of development strategies,the approach should be guided by"standards+certification",driven by product innovation,and supported by"cultivation+evaluation"to promote the high-quality development of the"Putian Premium Products"regional brand and enhance the image of Putian City.
作者
李震
LI Zhen(School of Business,Putian University,Putian Fujian 351131,China)
出处
《莆田学院学报》
2025年第6期48-56,共9页
Journal of putian University
基金
莆田学院教育教学研究项目(JG202447)。
关键词
莆田优品
区域品牌
高质量发展
品牌化道路
Putian Premium Products
regional brand
high-quality development
the path to branding
