Study On Brand Strategy Of "korla Fragrant Pear"

With the brand times arival, regional brand creation and development has become a new force topromote the sustainable development of economy of our country. Regional brand is a kind of regionalpublic brand, it has a distinct regional features. Therefore, it behaves particularly in the field of agriculturalproducts, because of the excellent natural conditions and the unique geographical environment is the key tothe quality of agricultural products shall not copy early, and the key to create agricultural regional brand.Time as big provinces of horticulture in Xinjiang, has the rich resources of famous products and hascreated fruit products regional brand advantage of the basic conditions. In recent years, more and more fruitproducts also take part in the regional public brand, such as, Korla fragrant pear, Turpan grapes, Aksu,apple etc. But, these existing regional brand of fruit product is still low compared with similar brands atdomestic and foreign markets in the sales scale and market competitiveness.In2004, Korla fragrant pear is created in the form of a geographical indication product protection "Korlafragrant pear" regional brand. However, because of the lack of regional brand awareness, the decrease ofthe quality of the Korla fragrant pear and and lack of regional brand management, make "Korla fragrantpear" regional brand was still in its infancy. In view of this, this article take "Korla fragrant pear" regionalbrand as the research object, such as regional brand, brand competitiveness, brand marketing theory as thefoundation of research, analysis of "Korla fragrant pear" regional brand development present situation,combining with the "Korla fragrant pear" the evaluation of regional brand effects, put forward the "Korlafragrant pear" regional brand development promotion strategy and implementation suggestions. This articleis to find out a way of theoretieal feasibility,and Practical operability to play active driving role on Korlafragrant pear development.