摘要：云南咖啡承担着中国98%的咖啡种植和出口，云南咖啡的商业化种植可以追溯到1985年，目前已经超过一半以上实现对外出口。而且最近几年云南咖啡出口变动明显，生豆出口突出。具有种植成本地比较效益高，紧邻国际原料主产区的区位优势，备受国内外市场青睐等众多优点。云南咖啡产业发展目前也存在诸多困境和问题，例如种植基地基础设施薄弱，综合生产能力低，品牌意识不够强烈，没有著名的本土品牌，对市场风险认识不够等等。本文通过对云南咖啡贸易的发展现状，背景分析等的分析，提出在现今贸易竞争激烈，品牌意识强烈的情况下，云南咖啡该如何进行产业与资源的整合，创造出属于中国咖啡的传奇。

关键词: 云南咖啡，市场，品牌

Abstract：Yunnan coffee bear 98% of coffee cultivation and export of commercial planting of Yunnan coffee can be traced back to 1985, currently has more than more than half of exports. Yunnan coffee exports changes in recent years and the export of beans. Planting costs to high efficiency, close to the geographical advantages of the main producing areas of the international raw materials, much of many advantages such as domestic and foreign markets favor. Yunnan coffee industry development, there are many difficulties and problems, such as planting base, weak infrastructure, low overall production capacity of the brand awareness is not strong enough, there is no well-known local brands, lack of awareness of market risk and so on. Yunnan coffee trade, development status, background analysis, analysis of the trade competition is fierce, and strong brand awareness, Yunnan coffee is how the integration of industry and resources to create the legend of the Chinese coffee.

Key Words：Yunnan coffee，Marking，Brand

　　　接下来的10年，咖啡行业将会是云南省重点培育的行业。云南将充分利用云南省现有的稀缺咖啡种植资源优势和区位优势，瞄准国内外咖啡消费群体快速增长的广阔市场前景，改变以低附加值原料出口为主的产业现状，做大、做强、做精咖啡产业，把云南省建设成为世界优质咖啡豆原料出口基地、全国最大的精加工生产基地和贸易中心。相信通过产业调整，种植方式，经营策略等的改变，云南咖啡在未来几年会有快速的发展，并将创造出属于中国咖啡的传奇。