哈密國家農(nóng)業(yè)科技園區(qū)哈密瓜品牌建設調(diào)查研究

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中圖分類號 F326.13;F323.5 文獻標識碼A 文章編號 1007-7731（2025）13-0137-04

DOI號 10.16377/j.cnki.issn1007-7731.2025.13.035

Investigation and research on the brand building of Hami melon in Hami National AgriculturalScienceandTechnologyPark

WANG Jing LI Zhigang WANG Zhengda LI Dan LUO Shungang （Management Commitee of Hami National Agricultural Science and Technology Park，Hami 8390o， China）

AbstractTo enhance the market competitivenessofthe Hami melonbrand in Hami City，Xinjiang，the current situationof Hami melon brand construction in Hami National Agricultural Science andTechnologyPark byquestionnaire survey was analyzed，and accordingly relevant strategies for enhancing brand awareness were proposed.The results showedthatin terms ofbrand promotion eforts，some consumers’understanding ofHamimelons was limitedto the level thatthey were produced inHami，Xinjiang，whileconsumers’deeper understandingof their quality，taste，nutritional value，etc.，was relatively lacking.In terms of theconsumer group，theconsumer groupof Hami melons in the study area was relatively stable， mainly concentrated in the consumer group aged 30 to 45，accounting for 44.08% . Urban consumers constitute the main body of the consumer group，among which the proportion of female consumers was relatively high， accounting for 64.93% . In terms of the effect of market expansion，its consumer groups were mainly concentrated in the northwest and southwest regions，accounting for 30.33% and 31.28% respectively. The frequency of daily family consumption was relativelylow，while the choices as festival gifts and friends’gatherings were relatively more common. Interms ofmarketcompetitiveness，theloyaltyof someconsumers tobrands hadnotyetreachedanideal state，and they often made choices based on price and promotional activities when purchasing.During the processof brand building， measures such asstrengthening brand promotion，expanding the consumer group，broadening market coverage， enhancing brand competitivenessand customer loyaltyshouldbe taken to continuously improve brand awareness and market influence.This article provides a reference for enhancing the brand influence of hami melons .

Keywords Hami melon; brand building; consumer group; brand competitiveness

新疆維吾爾自治區(qū)哈密市經(jīng)過長時間的培育孕育出了多種風味獨特的哈密瓜品種，還形成了獨特的哈密瓜文化。（剩余4855字）