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近年来,松阳县积极打造油茶、香榧两大林业主导产业,政策扶持力度逐年加大。目前,全县有油茶面积7.8万亩,香榧面积近5万亩。随着市场经济的发展,林业产业化龙头企业的品牌效应逐步显现,工商业主逐渐认识到了品牌经营的重要性,对申请商标注册、创建品牌的热情不断增强。但在竞争激烈的市场背景下,企业的浮躁、冒进、急功近利思想造成品牌效应昙花一现。笔者通过剖析松阳县林产品品牌化、市场化
In recent years, Songyang County actively build the leading industries of Camellia oleifera and Xiangxian, the policy support has been increased year by year. At present, the county has a total area of 78,000 acres of Camellia, Hong Kong nearly 50,000 acres of area. With the development of market economy, the brand effect of leading enterprises in forestry industrialization gradually appears. The industrial and commercial owners have gradually realized the importance of brand management. The enthusiasm for applying for trademark registration and brand building has been continuously enhanced. However, in the highly competitive market background, corporate impetuous, aggressive, quick success idea resulting brand short-lived. The author through the analysis of Songyang County forest products brand, market-oriented