清远职业技术学院学报

作为国家地理标志产品的清远鸡，2024年其综合产值破百亿，但在香港市场份额比较低，远落后于同类品牌。本文基于香港市场调研与行业动态，剖析其面临的核心困境：品质溢价与市场认知错位，高价未形成消费者认可的品牌溢价；冷链效率与消费体验落差，物流损耗高、溯源不足且货架期短；文化认同与品牌传承断层，年轻群体对其文化内涵感知薄弱。深层原因包括品牌公地悲剧、供应链低效及文化符号断层。研究提出针对性解决方案：通过全产业链标准化与跨境冷链升级优化供应链；应用区块链溯源等技术强化质量监管；借助数字化转型拓展销售渠道；加强品牌建设与农文旅融合激活文化价值。该研究为清远鸡突破香港市场瓶颈提供路径，实现产业振兴。

As a national geographical indication product, Qingyuan Chicken's comprehensive output value will exceed 10 billion yuan in 2024, but its market share in Hong Kong is relatively low, far behind similar brands. This article is based on market research and industry trends in Hong Kong, analyzing the core challenges it faces: the mismatch between quality premium and market perception, where high prices have not translated into brand recognition among consumers; the gap between cold-chain?logistics efficiency and consumer experience with high logistics losses, insufficient traceability, and short shelf life; the gap between cultural identity and brand inheritance, with young people having a weak understanding of its cultural connotations. The underlying reasons include the tragedy of the brand commons, inefficient supply chain, and cultural symbol discontinuity. This research proposes targeted solutions: optimizing the supply chain through full industry chain standardization and cross-border cold chain upgrading; applying blockchain traceability and other technologies to strengthen quality supervision; expanding sales channels through digital transformation;strengthening brand building and integrating agriculture, culture, and tourism to activate cultural value. This study provides a path for Qingyuan Chicken to break through the bottleneck of the Hong Kong market and achieve industrial revitalization.