Research On Regional Brand Development Of Lobster In Yutai County

With the advent of the technology era,the competition for comprehensive product strength has gradually developed into competition for brand strength.Using brand to promote product sound,using brand to consolidate product base,and branding product status is the main competitive situation and development channel in the current economic field.Under the new situation,the regional brand of agricultural products has also launched a “brand war” and has become an irreversible competition.Lobsters are an integral part of agricultural products and are well received by consumers.The market has broad prospects,but the famous lobster brands are few.As a geographically-recognized fish lobster,how to adapt to the increasingly fierce market competition environment,how to enhance the brand's popularity,how to carry out brand upgrades,etc.are all inevitable in the development of the lobster regional brand in Yutai County.Therefore,it is an irresistible trend to study the development of the lobster regional brand in Yutai County.The content of this paper is based on the current situation of the brand development of lobster in Yutai County and the problems at the current stage.It systematically studies and analyzes how to further promote the brand development of lobster in Yutai County.First of all,it is the basic part of the thesis.Through the methods of data collection and literature research,this paper expounds the background of the topic,the purpose of the paper,the research status at home and abroad,and the research methods of this paper.It also defines the concept of agricultural product brand,agricultural product regional brand and lobster regional brand.The information asymmetry theory,product competition theory,diamond model theory,and comparative advantage theory are summarized,and the theoretical foundation is accumulated for the following writing.Second,it is the main part of the paper.Through field research and field interviews,this paper analyzes the development status of lobster regional brand in Yutai County,and summarizes the development status of lobster industry in Yutai County and the development status of lobster regional brand in Yutai County.Through expert consultation and questionnaire survey,The empirical analysis of the factors affecting the development of lobster regional brand in Yutai County was carried out.Four factors were analyzed from thegovernment,industry,enterprises and farmers.The analytic hierarchy process(AHP)was used to sort the influencing factors.Government policy support,government brand awareness,and industry leading enterprises are the key factors to promote the development of lobster regional brands in Yutai County.Through questionnaires and field interviews,the problems in the development of lobster regional brand in Yutai County are analyzed.Summarize the problems from the four levels of government,industry,enterprises and farmers.Finally,through the method of systematic analysis,the optimized development path of the lobster regional brand development in Yutai County is proposed and the operation mechanism is constructed.The research results are summarized and the development of the lobster regional brand in Yutai County is prospected.