Study On Enhancing Brand Competitiveness Of Gannan Navel Orange

Gannan Navel Orange, a national-famous brand, has been rewarded the best inJiangxi Agricultural Fair and Agricultural Exhibition. Many a national andinternational experts and scholars universally recognize it as the only food productwhich can compete with American Sunkist chracterized by its pretty fruit shape, freshcolor, rich fragrance and crisp flesh. It has had an access to Geographical MarkProtection Product, certification marks, the Chinese Fruit. It was included in theconstructive plan of11most competitive regional agricultural products, The brand ofGannan Navel Orange has won the Top Ten Regional Public Brand and comes first,certainly it is ranked in the first place of our provincia-aided agricultural brands.The Gannan Navel has improved a lot, yet there are still a lot of problems. Itdemonstrates mainly in the following aspects. First, for the production, it is low inboth the yield of per unit area and rate of commodity fruit; the variety is dull and thescale of growing is limited; second, for the sales, it is deep-rooted that quantity ismore important than quality and production is prior to martket. The farmers and localgovernment lack quality and market awareness. Brand and marketing awareness arealso neglected. Thus it has great space in homeland and aboard development. Third,for processing,the navel production is not deeply processed, the industry chain is notlong, the accessory industry is not well developed and it is not well intendified.In this paper, the author studied on the problems exist in the development statusof Gannan Orange and its brand management, analyzed the reasons of the success ofthe United States "Sunkist" orange, and also carried out a series of operationalplanning and proposals for the construction and further development of brand ofGannan Orange, which are targeted, and beneficial to promote the brand’s healthyand sustainable development, and those planning and proposals can be extended toother agricultural products to promote brand-building and development, provideimportant reference for the relevant government departments work, and also providea basis for decision-making in related businesses.