Research Report On The Brand Development Of Kiwi Fruit In Meixian

kiwi fruit is the main local agricultural product in Mei Xian,and kiwifruit industry plays an important role in the economic development of Mei Xian.China attaches great importance to the development of agriculture.Since 2004,it has promulgated the first document of the Central Committee with the theme of "agriculture,countryside and farmers" for 15 consecutive years.Shaanxi Province has a special insurance policy for kiwifruit.Therefore,the research report takes the development of kiwifruit brand in Mei Xian as the research object.Based on the knowledge of brand development,the research investigates and examines the development of kiwifruit brand to the government,enterprises,farmers and consumers.The research report mainly uses empirical research methods.Based on the existing literature and field investigation on the development of kiwifruit brand in Mei Xian,this research report analyzes the background of the development policy of kiwifruit brand in Mei Xian,the location advantage analysis of Mei Xian,the government,enterprises,farmers,etc.Analysis and Research on the four Market behaviors of consumers in the process of Actinidia brand development in Mei Xian.Through the analysis of literature and actual investigation results,it is found that the brand management system of kiwifruit in Mei Xian is fuzzy,the structure of regional common brand is not feasible,there are some misunderstandings in brand positioning,and the brand identification system is "virtual".Brand communication form is single,brand equity evaluation system is missing,this research report puts forward relevant solutions to these six findings.Through investigating and studying the current situation of kiwifruit brand development in Mei Xian and putting forward the countermeasures to perfect the development of its regional public brand,it is helpful to help the kiwifruit in Mei Xian to enhance its popularity and enrich the research on Shaanxi agricultural product brand theory.