Lychee Industry Brand Building in China:Current Status,Challenges,and Strategic Solutions
GAO Qi-qi
YANG Xue-ru
QI Wen-e
Abstract：Against the backdrop of global agricultural diversification and China's upgrading consumption structures,brand building in specialty fruit industries has emerged as a critical driver of high-quality development.Combining field investigations with big data text mining and recognition,this study comprehensively examines lychee industry branding from dimensions of industrial growth,brand status,existing challenges,and root causes.Findings indicate sustained expansion in lychee cultivation area,total yield,and output value.However,brand development faces multifaceted constraints:ambiguous brand positioning,incomplete policy frameworks,inadequate marketing services,weak brand management mechanisms,and insufficient cultural-emotional resonance.To foster sustainable lychee industry development and construct a high-quality agricultural branding ecosystem,strategic recommendations are proposed:strengthening policy and technological support,refining brand governance systems,empowering market entities,diversifying distribution channels,and deepening cultural narratives through innovative communication strategies.
Keywords：Lychee industryBrand buildingMarket competitivenessCultural cultivation
Publication Date：2025-02-25
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：8( 13-20 )