地方农产品品牌化路径研究——以云南小粒咖啡为例

Research on the Branding Path of Local Agricultural Products —Taking Yunnan Arabica Coffee as an Example

摘要: 云南小粒咖啡在国内咖啡产业中占据着主导地位，然而却因为品牌化程度较低，面临着市场竞争力不足这样的困境，本文围绕云南小粒咖啡品牌化问题展开相关研究，借助对产业现状进行剖析，明确品牌定位要契合云南独特的地理优势以及风味特色，在品牌传播这一方面，整合线上和线下渠道，借助社交媒体、咖啡展会等手段来提升品牌曝光度。还强调要加强品牌保护，维护品牌权益，研究显示，实施精准的品牌定位、多元化的传播策略以及完善品牌保护机制，可有效地提升云南小粒咖啡的品牌知名度与美誉度，提高其市场竞争力，为云南咖啡产业的可持续发展提供有力的支持，也为地方农产品品牌化建设提供范例。

Abstract: Yunnan Arabica coffee occupies a dominant position in the domestic coffee industry. However, because of its low degree of branding, it faces the dilemma of insufficient market competitiveness. This article focuses on the branding of Yunnan Arabica coffee. With the help of analyzing the current situation of the industry, it is clear that the brand positioning should be in line with Yunnan’s unique place. Reasoning advantages and flavor characteristics, in terms of brand communication, integrate online and offline channels, and use social media, coffee exhibitions and other means to improve brand exposure. It is also emphasized that brand protection should be strengthened and brand rights and interests should be safeguarded. Research shows that the implementation of accurate brand positioning, diversified communication strategies and improvement of brand protection mechanisms can effectively improve the brand awareness and reputation of Yunnan Arabica coffee, improve its market competitiveness, and provide sustainable development for the Yunnan coffee industry. The support also provides an example for the branding of local agricultural products.