Abstract:

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.

Key words: fruit, brand, the status quo, countermeasure, Yunnan Province