地理标志产品，是指产自特定地域，融合产地自然和人文因素，经国家认可的产品， 以农产品为主。地理标志产品是农产品质量和特色的象征，产地的自然因素和人文因素 塑造出健康绿色的产品形象，政府对其品质进行背书可以简化消费者的选择，自身的高 品质带来消费者超预期的满足感，并带来更高的重复购买和分享的可能性。在同质化极 强的农产品市场，地理标志产品可以形成显著的价值区隔，消费者更愿意溢价购买，也 为农户带来更多的收益。河阴石榴是河南省荥阳市的特色产品，被列入地理标志产品名 单，也是当下解决荥阳市三农问题的重要抓手。 本文以荥阳河阴石榴的地理标志品牌建设为研究对象，以地理标志农产品、品牌及 地理标志品牌建设等理论作为研究基础，从品牌竞争力研究、国内农产品品牌建设存在 的问题与建议研究等多个方面整理了文献综述，奠定了文章的理论基础。通过实地考察 和现状整理，将河阴石榴品牌建设存在的问题总结为五个方面：产品问题、生产环节问 题、仓储物流环节问题、品牌形象问题及销售环节问题。接下来本文先从河阴石榴所在 产业链、竞品、消费者偏好“碎片化”现状这三方面着手，分析了河阴石榴的市场现状 及发展趋势；又对其进行STP战略分析，确定目标客群和产品的市场定位。最终，本文 提出弥补产业链现有的缺陷、符合当下市场竞争形势、满足消费者个性化需求的地理标 志品牌建设策略，包括品牌规划、品牌建设策略、品牌推广策略、品牌维护策略。 本文目的在于帮助当地石榴企业和农户获得更多的产品溢价，令贫困人口受益，尽 快通过产业发展实现全面脱贫。本文的研究有助于河阴石榴产业生产更加规范、品牌资 产更加牢固，提升河阴石榴的市场知名度、美誉度和市场占有率。此外，本文的策略通 过推动河阴石榴的地理标志品牌建设，可以实现一定的资本、人力、资金的集聚效应， 并对产业链上下游和周边产业产生一定的溢出效应，从而带动荥阳石榴相关产业的发 展，促进当地农业经济的繁荣。 关键词：河阴石榴，地理标志产品，品牌，生鲜电商 iii Abstract Products with geographical indications refer to products produced in specific regions and recognized by the state by integrating natural and cultural factors of the origin, mainly agricultural products. Geographical indication products is the symbol of agricultural products quality and the characteristic, the origin of natural factors and human factors produce healthy green product image, government endorsement on their quality can simplify consumer choice, their own high quality bring the satisfaction of consumers more than expected, and lead to higher repeat purchase, and the possibility of sharing. In the highly homogeneous agricultural product market, geographical indication products can form a significant value division, and consumers are more willing to buy at a premium and bring more benefits to farmers. Heyin Pomegranate is a featured product in xingyang city, henan province, which has been included in the list of geographical indication products. This article takes the geographic marks of xingyang Heyin Pomegranate brand construction as the research object, based on the geographical indications of agricultural products, brand and brand construction of geographical indication theory as a foundation for research, from the brand competitiveness research, existing problems and Suggestions for domestic agricultural products brand construction research several aspects, such as the literature review, laid the theoretical foundation of the article. Through the field investigation and the status quo, the problems of heyin Pomegranate brand construction are summarized into five aspects: product problems, production problems, storage and logistics problems, brand image problems and sales problems. Next, this article first analyzes the market status and development trend of heyin Pomegranate from three aspects: the industrial chain where heyin Pomegranate is located, competitive products, and the status quo of consumer preference "fragmentation". STP strategy analysis is also carried out to determine the target customer group and product market positioning. Finally, this article proposes the brand building strategies of geographical indications that make up the existing defects of the industrial chain, conform to the current market competition situation and meet the personalized needs of consumers, including brand planning, brand building strategy, brand promotion strategy and brand maintenance strategy. This article helps local Pomegranate companies and farmers gain more premium products, benefit the poor, as soon as possible realize comprehensive poverty alleviation through the industrial development in this article, the research helps Heyin Pomegranate industry production of more standardized, more solid brand assets, increase the market iv awareness of Heyin Pomegranate, reputation and market share. In addition, by promoting the construction of heyin Pomegranate's geographical logo brand, the strategy of this article can achieve certain agglomeration effect of capital, manpower and capital, and produce certain overflow effect on the upstream and downstream of the industrial chain and surrounding industries, so as to promote the development of related industries in xingyang Pomegranate and promote the prosperity of local agricultural economy. Keywords: Heyin Pomegranate, Geographical Indication Products, Brand, Fresh E-Commerce v 目 录 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 .......................................................................................................... 1 1.1.1 研究背景 ............................................................................................................ 1 1.1.2 研究意义 ............................................................................................................ 2 1.2 相关理论与文献综述 .................................................................................................. 2 1.2.1相关理论 ............................................................................................................. 2 1.2.2文献综述 ............................................................................................................. 3 1.3 研究目的与研究内容 .................................................................................................. 6 1.3.1 研究目的 ............................................................................................................ 6 1.3.2 研究内容 ............................................................................................................ 6 1.4 研究方法与研究框架 .................................................................................................. 7 1.4.1 研究方法 ............................................................................................................ 7 1.4.2 研究框架 ............................................................................................................ 8 第二章 荥阳河阴石榴品牌建设现状 ...................................................................................... 9 2.1 荥阳河阴石榴发展简介 .............................................................................................. 9 2.2 荥阳河阴石榴品牌建设与推广现状 .......................................................................... 9 2.2.1 生产环节现状 .................................................................................................... 9 2.2.2 销售环节现状 .................................................................................................... 9 2.2.3 品牌推广现状 .................................................................................................. 10 第三章 河阴石榴地理标志品牌建设的调查与分析 ............................................................ 12 3.1 河阴石榴地理标志品牌建设问题的访谈 ................................................................ 12 3.1.1 品牌建设问题访谈 .......................................................................................... 12 3.1.2 产供销问题访谈 .............................................................................................. 13 3.2 河阴石榴地理标志品牌建设存在的问题 ................................................................ 14 3.2.1