云南水果产业品牌发展现状及对策研究初探

品牌化是农业现代化水平的核心标志。分析水果产业品牌发展现状及对策有利于推动区域现代果业高质量发展。云南省是高原特色水果主要产区，通过分析云南省水果产业品牌建设发展现状及存在的问题，提出全链条提升果品生产绿色化水平，强化品牌建设意识，大力引进扶持品牌创建主体，拓展电商业态，加强品牌宣传的对策建议，有利于提升云南省果业整体竞争水平，也将为相似省份水果产业品牌建设提供参考。

The Status Quo and Countermeasures of Fruit Industry Brand Development of Yunnan Province

Branding is the core symbol of agricultural modernization. To analyze the status quo and countermeasures of fruit industry brand development is conducive to promoting the high-quality development of regional modern fruit industry. Yunnan Province is the main producing area of plateau characteristic fruits. By analyzing the status quo and the problems of the building of fruit industry brands in Yunnan Province, the countermeasures were proposed such as improving the green production of fruits in the whole chain, enhancing brand building awareness, supporting the main bodies of brands, expanding e-commerce, and strengthening the brand promotion. These countermeasures are beneficial to improving the overall competition capacity of fruit industry of Yunnan Province, and will provide reference for other provinces with similar brand building requirement.