Study On The Development Strategy Of "Xuanzhou Chicken" Regional Brand

Xuanzhou District of Xuancheng City regards poultry industry as the leading industry,In 2020,it was established as the first batch of "one county,one industry(special)"whole industry chain demonstration in Anhui Province.Create a regional brand of "Xuanzhou Chicken ".Based on the perspective of consumers,this paper discusses the development strategy of "Xuanzhou Chicken " regional brand in view of the development status of " Xuanzhou Chicken " and the problems faced by its brand construction.This paper takes local consumers in Xuanzhou district and those who have purchased"Xuanzhou chicken" in and outside the province as the target of investigation,adopts questionnaire survey method and field interviews,etc.,takes consumers as the perspective of research,conducts statistical analysis on consumers" consumption characteristics,purchase behavior,origin awareness,etc.,and understands consumers" preference factors for chicken brands;through The study found that the regional brand construction of "Xuanzhou chicken"faces problems such as consumers do not know about the regional brand of Xuanzhou chicken and lack of purchasing channels;the brand awareness of each participating body is weak;the industrial chain of the regional brand of agricultural products is incomplete and primary agricultural products account for a large proportion;the lack of unified management;the brand awareness needs to be improved and the cultural connotation of the brand is not explored.The brand awareness needs to be improved and the cultural connotation of the brand is not explored.Based on the above problems,this paper takes the study of the current situation of the development of the regional brand "Xuanzhou chicken" and its construction goals as the starting point,summarizes the current situation of the development of the regional brand "Xuanzhou chicken" by using the SWOT analysis method,and on the basis of the favorable factors,unfavorable factors,opportunities and threats,uses the AHP hierarchical analysis method to further determine the specific evaluation index weights and strengths,analyzes the competitiveness of the brand,and comes up with a total ranking of strategic levels,and then determines the strategic development direction with growth as the core,taking into account a variety of business methods through the four quadrant coordinate method.Based on the above research findings and combined with the construction experience of strong agricultural regional brands,we propose specific development strategies for the development of "Xuanzhou chicken" agricultural regional brand:play a leading role of the government,build an agricultural brand management mechanism;find its own positioning based on the brand resources and determine the target population;build a standard system for regional brand quality management,publicity management and It is also expected to build a standard system for regional brand quality management,publicity management and use management,create a brand image and formulate precise marketing strategies,and build a guarantee mechanism for agricultural brands.It is expected that it can play a positive role in promoting the development of the regional brand of "Xuanzhou chicken".