CHI Mengya,LIANG Hongwei.Research on the Current Situation and Countermeasures of the Brand Development of Dongning Black Fungus Industry[J].Northern Horticulture,2026,(11):149-156.[doi:10.11937/bfyy.20260177]
东宁黑木耳产业品牌发展现状及对策研究
- Title:
- Research on the Current Situation and Countermeasures of the Brand Development of Dongning Black Fungus Industry
- 文章编号:
- 1001-0009(2026)11-0149-08
- Keywords:
- black fungus; industry; brand development; Dongning city
- 分类号:
- F326.13
- 文献标志码:
- A
- 摘要:
- 东宁市因其独特的地域环境和长期的种植历史，已经是全国黑木耳的主要产地，其发展对于当地的经济发展和当地的农民收入均有着十分重大的作用。但是，面对日趋严峻的市场竞争，东宁黑木耳的品牌培育还存在着许多问题。基于创新扩散理论，通过对东宁黑木耳产业和品牌建设情况的梳理，对目前该品牌发展中的差异化不足、传播能力有限、管理维护薄弱以及市场竞争压力等方面进行了深刻的分析。同时，从“知晓-劝服-决定-实施-确认”5个方面制定了一个品牌的构建战略，旨在提高东宁黑木耳的品牌竞争力，促进产业可持续发展。
- Abstract:
- Relying on its unique geographical environment and long-term planting heritage,Dongning city has developed into a core production area of black fungus in China.Its industrial development plays a crucial supporting role in local economic growth and farmers′ income increase.However,amid the increasingly fierce market competition,the brand cultivation of Dongning black fungus is confronted with multiple bottlenecks.Based on the diffusion of innovations theory,this study systematically sorted out the development status of Dongning′s black fungus industry and brand building,and deeply analyzed the core problems existing in brand development,such as insufficient differentiated positioning,backward communication channels and methods,weak brand management and maintenance,and market competition pressure brought by leading brands.On this basis,combined with the diffusion of innovations theory,a brand construction strategy was formulated from the five dimensions of ‘awareness-persuasion-decision-implementation-confirmation’,aiming to improve the brand competitiveness of Dongning black fungus and promote the sustainable development of the industry.
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备注/Memo
第一作者简介：迟梦雅（1985-），女，硕士，讲师，现主要从事大健康产业市场营销与电子商务等研究工作。E-mail:84083233@qq.com.基金项目：黑龙江省经济社会发展重点研究课题资助项目（24101）；西南医科大学：四川省教育厅人文社会科学重点研究基地-四川医院管理和发展研究中心课题资助项目（SCYG2021-08）。收稿日期：2026-01-14