The Research On Brand Management Of "Shaanxi Apple" Regional Brand Based On Shaanxi Green Fruit Industrial Cluster

Under the times of new economy and more fiercely market's competition, the brand has became the core of market's competition, neither to the agricultural product industry. With the brand times a rival, the agricultural product regional brands which famous outstanding natural conditions and good characteristics such as the West Lake Dragon-well tea, Jinhua Ham, Shandong Chinese-date, are discriminating against the agricultural product which haven't their own brand step by step, the competition of agricultural product are more and more becoming competition of brand. In view of this, the agricultural product producer must make building a brand, managing brand and then found famous brand to them strategic objective.The Shaanxi Province government has established "Shaanxi apple" regional brand with the form of the Protection of Original and Geographical Designation in 2003. However, because lacking brand consciousness, mixed main body as well as the particularity of agricultural product regional brand, "Shaanxi apple" regional brand always stay in the beginning of brand. Therefore, facing the current situation and problem of "Shaanxi apple", how to improve the brand competition of "Shaanxi apple", and sufficiently elaborate brand effect and the whole benefit, has become the problem which must to deal with in the way of brand manage of Shaanxi apple industry.The paper takes the industrial cluster, regional brand, agricultural product marketing, and agricultural product brand as its theory basis, begin with the angle of Shaanxi Green Fruit Industrial Cluster, take "Shaanxi apple" regional brand as object of research, make a set of brand managing tactics for "Shaanxi apple" regional brand. Firstly, bring forward the concept of Shaanxi Green Fruit Industrial Cluster, analyses factor how to form the cluster, and then valuate the current situation of the cluster. Secondly, boundary fix "Shaanxi apple" regional brand, analyses the current situation and problem of "Shaanxi apple", put forward the necessity which implement brand manage to "Shaanxi apple". Thirdly, make brand strategy plan, brand leading-in tactics and brand upkeep tactics to "Shaanxi apple", these three parts are make up of the main body of this paper. Finally, put forward some suggestion which ensures the tactics putting into practice.