The Research On Construction Of The Prawn Regional Brand In Zhanjiang

With the development of China's market economy, modern agricultural economy shows such a specialization, feature and clustering trend that the importance of building regional brand has become increasingly prominent. Industry regional brand image as a regional economic and a business card, is beyond the general brand with the economic and social effects. Through the construction of the industry regional brand, promote innovations in the quality of industrial products, enhance services and promote industrial to restructure and upgrade. In addition, increase the income of farmers to stimulate the regional economy and even the development of national economy, which is building a practical path of core competitiveness of regional economies.The purpose of this study is to sort out research situation and identify the theoretical basis and analysis for building the brand of Zhanjiang shrimp industry. With the use of SWOT analysis method, analyze the specific areas of Zhanjiang shrimp industry and the status of brand building and construction problems. The situation and problem analysis, the targeted building and operational measures are based on these results to improve the Zhanjiang shrimp industry as a reference of building the regional brand. Meanwhile, provide other areas agricultural industry for a reference for the regional brand building.Based on the above ideas, the paper is divided into six chapters.The first chapter is an introduction. Mainly discusses the research background and significance, research status, research ideas and methods, the possible innovation and so on.The second chapter is related to the concept and theoretical basis. Describe and define the major industrial clusters, industrial areas and industrial areas the brand concept of brand building, combing through brand building industry cluster theory and the theory of theory analysis for the article as a theoretical foundation.The third chapter is related to the situation and the problems about building the regional brand shrimp industry in Zhanjiang. Mainly discuss the development of shrimp industry in Zhanjiang. In the context of the great development of the shrimp industry give a qualitative description the situation of building the shrimp regional brand in Zhanjiang and find a fact that there exists a lower integration in Zhanjiang shrimp industry, which directly affects the process of building regional brand. Besides, a indifferent brand consciousness, a lack of the regional brand management, the lack of protection of brand quality, the little innovation ability, the lowness of shrimp brand value, the lack of marketing communications efforts and the lower brand recognition exist widely.The fourth chapter is about the SWOT analysis of building Zhanjiang regional brand shrimp industry. SWOT analysis will be used mainly to build Zhanjiang shrimp industry regional brand to identify the brand building on the shrimp industry, regional strengths, weaknesses, opportunities and threats. By the comprehensive analysis, our strengths are geographical regional brand-building resources, unique shrimp culture, complete industrial chain and the ability of a competition of international and domestic markets. The weaknesses are a low level of industry organizations, the product of varying quality, the lack of brand planning and advocacy of correlation and the absence of such inferior support service system. The adventures are governmental support policies for fostering brand, the building of industry platform, the upgrade of shrimp trading platform and the food fame of "shrimp capital of China". The problems are faced with the brand national recognition, the inherent demands on the standardization of regional brand, inter-brand competition and the lack of finance.The fifth chapter is about the measures to propose shrimp industry regional brand building in Zhanjiang. Based on SWOT analysis to enhance the overall competitiveness of shrimp industry, shrimp industry, to consolidate the basis of regional brands, and strengthen brand planning and management, increase regional brand awareness and encourage leading enterprises in advance, to play the role of the regional brand building model, improve the innovation system and to promote the brand added value, strengthening public service platform, a sound support system and other regional brands targeted and operability of the regional brand-building measures.The sixth chapter summarizes the study, find the shortcoming and prospect the further study.