Research On The Brand Construction Of Changting Hetian Chicken Geographical Indication

Changting Hetian chicken is one of the five famous chickens in China.It is a specialty product of Changting country of Fujian province,a national geographic product of China.Changting Hetian chicken is famous at home and abroad for its gorgeous appearance,golden skin color,smooth and sweet meat quality and rich nutrition.The standard Hetian chicken is considered as a valuable product for live chickens.Changting Hetian chicken has not developed much since it was granted the title of national geographic product protection.Through the construction of geographical indication brands,the cases of realizing product value added,enhancing product competitiveness,promoting industrial development and regional economic growth abound.Therefore,how to develop Channgting Hetian chicken brand with the help of geographical indications is an important subject for the development of Changting Hetian chicken industry.In this paper,literature research,field survey,questionnaire survey,soft case study and other research methods as well as brand image theory(BI theory),differentiated competition theory and information asymmetry theory and other theoretical basis,first introduced the Changting Hetian industry development and brand building status quo:the rapid development of enterprises,growing scale.Relying on quality management,the comprehensive competitiveness is gradually improved.Development network sale,power market expands.The product market is characterized by a large number of consumers and many substitutes for Hetian chicken,which are easy to be replaced.Second,of “Changting Hetian chicken ” geographical indication brand construction the analysis of existing problems,it is concluded that hinder its development:“Changting Hetian chicken” since become a geographical indication marks,as a result of the government,industry associations,enterprises and farmers,such as the main body is not enough lack of brand management,brand promotion,brand do not par enough attention to quality assurance and market each main body lack of adequatecoordination problems,seriously restricted the “Changting Hetian chicken ” geographical indication brand construction the pace of the promotion.Had concluded on the basis of theory of brand construction,combining both agricultural products brand construction experience and revelation,based on geographical indication “Changting Hetian chicken”brand building strategy: clear government,Hetian chicken industry associations enterprises and farmers three main role play to government,industry associations,enterprises and the principal role of farmers,strict management of geographical indication product disabled and establish a perfect brand protection of geographical system.The research of this thesis is expected to promote the current construction of geographic mark brand of Changting river frog,and provide countermeasures and suggestions for promoting the promotion of regional brand of Changting river frog,increasing the added value of products,maintaining the sustainable and healthy development of river frog industry,accelerating the industrialization process of Changting cuisine,and promoting the economic development of Changting county.