The Current Brand Situation And Optimization Strategy Of Junshan Lake Hairy Crabs

In recent years, with the improvement of living standard and the enrichment formaterial life, people pay more attention to the nutrition and freshness of foods, as wellas healthy diet. Hairy crabs are the indispensable food. In the atmosphere of ourChinese etiquette and custom, hairy crabs become very popular gifts. Thus, the pricefor hairy crabs rises year by year, especially as gifts. Before hairy crabs are in season,some merchants have already sold many booking tickets in advance. The demand forhairy crabs in recent years is rising year by year. In China, there are many brands ofhairy crabs. Many provinces own their own distinctive crabs, such as: Jun shan lakehairy crabs in Jinxian county of Jiangxi province, Hongze lake hairy crabs in Jiangsuprovince, Yellow River Estuary hairy crabs in Dongying city of Shangdong proinceand so on. However, people are so familiar with Yangcheng lake hairy crabs that thecrabs of other brands with same quality have to be labelled “Yangcheng Lake crabs”in order to gain market place. It is a critical question worth our profound meditation.As the product of geographical indication, Junshan lake hairy crab is a famousbrand of crabs in Jiangxi province. It owns some certain brand competitiveness in theprovince. But across the country, the brand awareness and market share of Junshanlake hairy crabs are low. As the product of geographical indication, Junshan lakehairy crabs play an important role in the development of regional economy and theimprovement of products competitiveness. Therefore, it is worth for us to popularizethe brand.The thesis consists of six chapters. The first chapter is the introduction, whichincludes the background and significance of this topic, literature review and researchmethodology. The second chapter mainly introduces the concept and connotation ofband, as well as the build path and methods. The third chapter analyzes the currentsituation of brand “Junshan lake hairy crabs” based on the data analysis and statisticsof questionnaire survey results. This chapter also analyzes the brand crisis in detail.The fourth chapter explains the crabs’ features and competitiveness of other famousbrands. The fifth chapter discusses how to optimize the brand of Junshan lake crabsand shape the strategy for its brand development. The last chapter is the conclusionwhich talks about the brand building of a geographical indication products.