CAJ | 학술논문

由于水果有很强的同质性，随着消费需求的快速变化，水果市场的竞争越来越激烈，面对众多的竞争对手，作为传统水果行业，应该如何形成自己的特色，发挥品牌竞争优势，将是未来水果行业发展的关键所在。品牌作为一种竞争性资产。在竞争上的优势突出表现为经济、管理和战略三个方面。品牌已成为水果市场竞争的重要手段之一。因此，对于水果市场品牌建设显得尤为重，特别是根据水果市场的特点，通过有效措施，推进水果品牌的建设。提高水果的市场占有率。促进水果产业的持续发展。
유우수과유흔강적동질성，수착소비수구적쾌속변화，수과시장적경쟁월래월격렬，면대음다적경쟁대수，작위전통수과행업，응해여하형성자기적특색，발휘품패경쟁우세，장시미래수과행업발전적관건소재。품패작위일충경쟁성자산。재경쟁상적우세돌출표현위경제、관리화전략삼개방면。품패이성위수과시장경쟁적중요수단지일。인차，대우수과시장품패건설현득우위중，특별시근거수과시장적특점，통과유효조시，추진수과품패적건설。제고수과적시장점유솔。촉진수과산업적지속발전。
The fruit market competition is growing increasingly fierce because of the fruit＇s strong homogeneity and the rapid changes of demand. Being faced with so many competitors, it is critical for the traditional fruit trade to develop its own characteristics and the advantages of brand competition. As a competitive asset, the competitive advantages of the brand represent distinctly on the outstanding performance of the economy, management and strategy. Brand has become an important means of competition in the fi＇uit market. Therefore, the brand-building of fruit market is particularly important, especially based on the characteristics of the fruit market and effective measures to promote fruit and brand building, to increase the market share of fruit and promote the sustainable development of the fruit industry.