品牌战略是培育企业核心竞争力的重要支撑，是一个企业重要的生命源泉。作为莱阳著名特产，莱阳梨有条件也应当发展品牌战略。莱阳梨是一个国内外知名产品，但是由于品牌意识淡薄、种植区域限制、缺乏统一战略等原因，莱阳梨品牌名而不强，产业发展滞后。本文将运用哲学方法，比较分类法，数量化分析法研究莱阳梨的现状，莱阳梨发展品牌战略具有国家政策支持、生产资源独特、群众基础广泛、具有生产规模和一定的市场需求等优势。同时也存在一系列的内在问题和外部威胁，本文分析提出提高果实和品牌质量，发展出口贸易的意见。为保护地方特产和发展莱阳经济尽微薄之力。关键词：莱阳梨；品牌战略；品牌意识
Brand strategies is important for a company. As a well-known specialty of the Pear,laiyang pear could actualize brand strategies.though it has a good reputation ,it is backward in brand strategies .Pear is a well-known product, but due to weak brand awareness, growing regional restrictions, lack of a unified strategic and other reasons, Pear brand name but not strong, industry lags behind. This paper uses empirical analysis and has made a comprehensive analysis of Laiyang pear brand strategies.The advantages of developing brand strategy are with the national policy support ,production resources and market demand and so on.Find the problem and present an opinion.For the protection of local products and the development of the economy to make modest Laiyang.
Key words : Laiyang pear ;Brand strategies ;Brand awareness
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