Research On The Development Of Brand Dazhai

Abstract:The village of Dazhai is famous not only in China in1960’s, but also all over the world. It is located in southeast in Shanxi Xiyang county. In1964, Mao Zedong put forward the slogan of "Learn DAZHAI in Agriculture", so Dazhai become a red flag in China’s agriculture. Proletarian revolutionaries, many domestic leaders, and leaders from more than134oversea countries and regions, a total of25,000people come to Dazhai to study. Dazhai has become a "political star" in Chinese agriculture. Since the reforming and opening up, especially Guo Fenglian return Dazhai, she led people of Dazhai changed themselves from planned economy to market economy. From the "food for the program", she change the main source of economy to agriculture, forestry, animal husbandry and tourism industry.Especially she created Dazhai brand and received a significant effect.People in Dazhai take the advantage of the opportunities of the historical era, they created their own brand and promote economic greatly However, there are both valuable resource and discordant element in brand Dazhai. The most valuable resource is not Hutoushan that everyone can see, but the spirit of hard-working and take achievement as honor deep in the mind of Dazhai people and local people. Such meaningful spiritual wealth is suit for not only the special history, but also the area of our reform and opening up, and same applies to our long-term future of the primary stage of socialism and the Chinese dream.In the thesis, as the theory of brand equity a guide, we start from the analysis of the status of brand Dazhai, using SWOT to study the Dazhai brand and make development strategy, and base on it, developed its specific implementation methods. This study has certain uses for the long-term development of brand Dazhai.