The Research On Brand Development Strategy Of Hanshou Turtle Geographical Indication

Agriculture is an important pillar of China's social and economic development.General Secretary Jinping Xi proposed that we need to change the way of agricultural development and promote the "transformation from Chinese products to Chinese brands".As a public brand of national security and high quality agricultural products,geographical indication products play a great role in promoting the development of rural characteristic economy.Actively exploring adn implementing the brand development strategy of geographical indication is an important mean to promote local economic development.Hanshou Turtle is a famous geographical indication product in Hunan Province.Study of brand status and development strategy of Hanshou Turtle not only provides the first systematic theory of brand development strategy for the turtle industry,but also enriches and extends the theoretical research content of brand strategy,broadens the scope of brand strategy research,enhances the theoretical value of brand strategy research,and more importantly,provides theoretical basis for brand development of Hanshou Turtle and provides assistance for the economic development of Hanshou County,which has important theoretical and practical significance.This research combs the history of the development of Hanshou turtle,analyses the current situation and existing problems of its brand development.On the basis of a series of references,we learn successful development experience of domestic and foreign geographical brands,especially domestic geographical indications of aquatic products.At the same time,with combination of the new requirements of the current national industry and the market demand,we carry out systematic study of brand development of Hanshou Turtle from quality assurance,marketing propaganda,brand extension,intensive processing,leisure tourism,cultural connotation construction,basic security,and other aspects,so as to provide a theoretical basis for the brand development of Hanshou Turtle,as well as provide reference for other geographical indications products in the country on how to quickly and effectively establish and develop the brand.The first chapter of the paper is the introduction,which introduces the research background,significance,methods and innovations of the project.The second chapter summarizes the related theories of geographical indications and brand.The third chapter introduces the brand development experience of well-known geographical indication products at home and abroad and makes comparison and analysis of these brands.Chapter four introduces and analyses the industry situation and brand status of Hanshou Turtle in detail based on field investigation and questionnaire.The fifth chapter focuses on the brand development strategy of Hanshou Turtle.Chapter 6 puts forward safeguard measures on how to realize these development strategies.