| The development of agricultural product regional brands can promote the upgrading of agricultural industrial structure,and the branding of agricultural products has become the core symbol of agricultural modernization.With the advancement of agricultural modernization,the regional brand building work of agricultural products has been increasingly mentioned as a new strategic height.In recent years,China has introduced a multi-party policy to broaden the thinking of regional brand building of agricultural products,pointing out the development direction and providing a policy basis.The significance of this paper is,firstly,to theoretically enrich and expand the research on regional brand construction of agricultural products,and promote the application of regional brand theory of agricultural products in the development of agricultural industry.Secondly,in practice,further construction of the regional brand of Korla pear It can help to improve the competitiveness of the Korla pear brand and provide a common brand effect for the overall marketing of other fruit companies.Finally,Korla pear is a characteristic industry in Xinjiang,and the construction of its regional brand is also conducive to establishing and upgrading.The overall image of Xinjiang’s forestry industry.Based on the theory of regional economic theory,competitive advantage theory,public tragedy theory,brand marketing theory and regional brand competitiveness of agricultural products,this paper takes the Korla pear regional brand construction as the research object,using literature analysis method,investigation research method,The analysis method of comparative analysis method is used to analyze the development status of brand construction in Korla pear region.The SWOT analysis model is also constructed.The development prospect of Korla pear brand is analyzed,and the hierarchical structure model is constructed to analyze Korla pear.The competitiveness of regional brands.In view of the problems in the brand construction process of Korla pear region,such as the decline of quality of pears,the damage of brand image,product packaging,brand positioning confusion,individual competition,market system disorder,loose business entities,brand management Modes of confusion,etc.,analysis of its causes,mainly including frequent natural disasters,insufficient technical support,low quality of pear farmers,weak brand awareness,inadequate market system,insufficient government supervision,inadequate management mechanisms,and diverse brand protection methods..In addition,it also draws on the successful experience of the EU’s France and the Netherlands,Japan and the United States and other international developed countries,as well as Yantai Apple,the domestic first-class fruit regional brand building regional brand.Finally,several suggestions for the construction and development of Korla pear regional brand were put forward,mainly to improve the quality of pear products,to create the brand image of Xiangli,to strengthen the construction of talent team,to improve the ability of technological innovation,to strengthen the construction of corporate culture,and to enhance pears.Awareness of agricultural brands,the government strengthens market supervision,creates a level playing field,improves brand management models,and maintains regional brand image. |
