Research On Regional Brand Development Of�Shangyu Wild Vine Grape�

In recent years,under the background of economic globalization,regional brand has become a very important strategy in the process of promoting regional economic development.In 2016,the importance of �brand strategy� was emphasized in many documents issued by the state.Document No.1 of 2017 has raised the �brand� to a new height,so it is urgent to develop the brand strategy.With the deepening development of economic globalization and integration,participating in market competition,enhancing brand value and developing strong regional brands have become an important way to win in the competition.The development of regional brand in a region not only affects the economic development of the region,but also is a new mode to win regional competition.The development of regional brand is a systematic project.As a regional brand in Shangyu District,Shaoxing City,Zhejiang Province,�Shangyu Wild Vine� is of great significance to the economic development of Shangyu District.There are many factors affecting the brand development of �Shangyu Wild Vine Grape�.Only by dealing with many factors,grasping the inherent law of development and mobilizing all positive factors can we promote the comprehensive,coordinated and sustainable development of �Shangyu Wild Vine Grape�.This paper first expounds the related concepts of the brand development strategy of �Shangyu Wild Vine Grape�: the regional brand theory of agricultural products,the meaning of the brand of �Shangyu Wild Vine Grape� and the basic characteristics of the regional brand of agricultural products;and then combines the relevant theories: brand competitiveness theory,brand maintenance theory,brand promotion theory,brand extension theory and so on to the brand of �Shangyu Wild Vine Grape�.Taking �Shangyu Wild Vine Grape� as an example,the methods of literature research,case analysis and field investigations are adopted.On this basis,the status quo of �Shangyu Wild Vine Grape� brand development was analyzed,and the influence of internal and external environment on its development process was analyzed.Secondly,through the analysis of the problems existing in the brand development of �Shangyu Wild Vine Grape�,and at the same time,the paper also analyzed several different typical regional brand models of domestic agricultural products,thus summarized the development experience,and provided experience for the brand development of �Shangyu Wild Vine Grape�.Finally,aiming at the problems existing in the brand development of �Shangyu Wild Vine Grape�,some countermeasures and suggestions are put forward to solve these problems.