基于地理标志视角的民勤蜜瓜品牌竞争力提升研究

Research on Enhancing the Competitiveness of Minqin Honey Melon Brands from the Perspective of Geographical Indications

摘要: 民勤蜜瓜是甘肃省民勤县的特产，也是中国国家地理标志产品，民勤蜜瓜凭借其独特的风味品质与丰富的营养价值，赢得国内外市场的广泛认可。随着地理标志产品保护制度的不断完善和消费者品牌意识的日益增强，民勤蜜瓜品牌竞争力逐渐凸显，然而，面对日益激烈的市场竞争，如何进一步提升民勤蜜瓜品牌竞争力，成为了一个亟待解决的问题。本文旨在通过深入分析民勤蜜瓜品牌竞争力提升的现实意义和必要条件，以及民勤蜜瓜品牌竞争力的现状、问题及成因，提出针对性的提升策略，并探讨如何通过强化地理标志品牌建设，进一步提升其市场竞争力。

Abstract: Minqin honey melon is a specialty of Minqin County, Gansu Province, and also a national geographical indication product in China. With its unique flavor quality and rich nutritional value, Minqin honey melon has won wide recognition in domestic and foreign markets. With the continuous improvement of the geographical indication product protection system and the increasing awareness of consumer brand, the competitiveness of Minqin honey melon brand has gradually become prominent. However, in the face of increasingly fierce market competition, how to further enhance the competitiveness of Minqin honey melon brand has become an urgent problem to be solved. This article aims to analyze in depth the practical significance and necessary conditions for enhancing the brand competitiveness of Minqin honey melons, as well as the current situation, problems, and causes of the brand competitiveness of Minqin honey melons. It proposes targeted improvement strategies and explores how to strengthen the construction of geographical indication brands to further enhance their market competitiveness.