Research Of Regional Brand Marketing Strategies In Xinjiang Characteristic Agricultural Products

Thus, with the changes in domestic and international markets, competition in themarkets for agricultural products has been transform the price competition, qualitycompetition and service competition to brand competition era. With the arrival of theera of brand competition, Make all over with natural conditions and characteristics ofexcellent is famous for such as west lake longings tea, jinhua ham, Shandong jujubesuch area brand is gradually rejection without brand of agricultural products. Seen inthis light, the promotion of agricultural brand has become the key to China'sagricultural development; agricultural producers must to establish the brand, to carryout the brand management, and thus the creation of brand-name as one of their owndevelopment goals.Xinjiang, as our country agriculture big provinces, and agricultural products ofregional brand development started later,in1996"the korla fragrant pear" appliedfor registration of a trademark as China's first agricultural products and Xinjiang's thefirst registration of geographical indication products, since then, Xinxiangregistration of geographical indication increases year by year, by the year2010,Xinjiang has registered43a geographical indication, One characteristic agriculturalproducts accounted for more than80%.Along with the development of the geographicmarks, the regional brand of Xinjiang agricultural products is also developing, butbecause the brand consciousness weak, brand management main body and the lack ofa fuzzy brand management problems, the regional brands in Xinxiang agriculturalproducts developed with difficulties., compared with other domestic provinceslagging development, is still in the primary stage of development.Therefore, based on obviously regional characteristics of agricultural products inXinjiang itself, natural resources, historical and cultural basis, according tocharacteristics of regional brand in Xinjiang agricultural development presentsituation, how to improve overall characteristic of regional brand competitiveness in Xinjiang agricultural products and give full play to the brand effect and the overalleffect is must solve the problem on the way of Xinjiang characteristic agriculturalbrand management.The study based on the regional brands agricultural products and brand marketingrelated theory, the regional brands Xinjiang characteristic agricultural as the researchobject, drew up a set of feasible marketing strategy for its hammering.The present paper first explores the connotation of the brand,characteristics ofregional brand and the brand marketing theory.Second, it analyzes the currentsituation and problems of special agricultural products in Xinjiang regional branddevelopment; once again Analyzes the feasibility and necessity of applicationcharacteristic of Xinjiang agricultural regional brand marketing strategy Finally,According to the problems of regional brand in Xinjiang characteristics agriculturalproducts, defined of the main marketing clearly, and work out a set of feasiblemarketing strategy, the brand orientation, brand image, brand promotion, brandmaintenance.