Current Situation and Path Analysis of Regional Brand Construction of Kiwifruit

Abstract

As a major agricultural product feature in Shaanxi Province, strengthening the regional branding of kiwifruit is an important way to implement rural revitalization and help farmers escape poverty and get rich. By building regional brand of kiwifruit, related enterprises can pull the local economy and inject vitality into the sustainable socio-economic development. However, the brand building of kiwifruit still needs to be continuously strengthened due to insufficient brand-building awareness, lack of regional brand management subjects, and fragmented production and operation methods. Based on this, this paper analyzes the significance of regional brand building of kiwifruit, the current situation, and proposes an effective path for regional brand building of kiwifruit.