Study On The Evaluation And Promotion Of Regional Brand Competitiveness Of The Mutton Of Xilingol

In recent years,China's agriculture has developed rapidly.With the upgrading and transformation of people's consumption structure,it has been a trend that the demand for agricultural products increases rapidly,the market competition is increasingly fierce and the agricultural products develop with regional branding.Inner Mongolia has taken a series of measures to vigorously support brand building and formed a number of regional brands.The Mutton of Xilingol as one of them,it is known worldwide for its green,pollution-free and high nutritional value.However,due to the lack of regional brand awareness,inadequate brand management,adulteration of mutton and fake origin,the brand value of the green,pollution-free and high nutritional Mutton of Xilingol is degraded.It is seriously affects the long-term development of the Mutton of Xilingol Industry and damages the interests of real grassland sheep.Based on the theory of regional brand and brand marketing,this paper makes a qualitative analysis of the development status of the Mutton of Xilingol brand and makes a quantitative evaluation of the influencing factors of regional brand competitiveness of the Mutton of Xilingol.It is concluded that the key factors restricting regional brand competitiveness of the Mutton of Xilingol are brand image,product quality and marketing.Based on the successful experience of relevant brands,this paper puts forward some suggestions to enhance brand competitiveness from three levels: government,enterprises and trade associations.These studies provide theoretical basis for the future development of the Mutton of Xilingol regional brand,and have practical reference significance for the construction of regional brand in similar areas and the future development of enterprises mainly engaged in the Mutton of Xilingol.