【摘要】 品牌提升是三穗鸭产业发展的重要问题。调研表明三穗鸭品牌提升已具备基础，但新冠疫情冲击了产业稳定发展。对三穗鸭品牌地位分析表明，区域小品牌的竞争地位是三穗鸭品牌的最大实际；品牌营销和品牌管理能力薄弱、产品开发薄弱、生产的产率低和成本高以及龙头企业带动效应低制约了三穗鸭品牌竞争力的提高。考察国内知名区域品牌鸭发展，品牌渐进提升是基本经验，标准化规范化生产经营，强化品牌管理，谨慎异地扩张以及优化产品包装设计等是这些知名区域品牌鸭竞争力形成源泉。为此，三穗鸭品牌竞争力提高需选择加强产品质量管理与产品开发、加强品牌营销与品牌管理、加强政策保障等路径。更多还原

【Abstract】 Brand promotion is an important issue in the development of Sansui duck industry. The analysis of Sansui Duck brand position shows that the competitive position of regional small brands is the biggest reality of Sansui Duck brand. Therefore, to improve the brand competitiveness of Sansui Duck, it is necessary to choose the path of strengthening product quality management and product development, strengthening brand marketing and brand management and strengthening policy guarantee.更多还原