Pan'an Yunfeng Brand Value Composition Based On Honeycomb Model And Research On Promotion Strategy

Pan'an,located in the central part of Zhejiang Province,is a mountainous county with "nine mountains,half waters and half fields".It is one of the 26 underdeveloped areas in the province.With a long history of tea production,exploitation and utilization,Pan'an is in a strong tea culture atmosphere.In recent years,the previous County Party Committee and the government have been attaching much importance to tea industry,leading farmers to increase income and get rich.Therefore,tea industry has become the pillar industry of agriculture in Pan'an County.Agricultural brand building is an important symbol of modern agriculture.As a representative regional brand of Pan'an tea,Pan'an Yunfeng is facing a very urgent task of developing brand value and establishing a certain degree of fame,reputation and loyalty in the minds of consumers.Based on Dentsu honeycomb model and on the basis of analyzing the development status of Pan'an Yunfeng tea industry and its brand,this article presents a theoretical and empirical analysis of the key components of Pan'an Yunfeng regional brand value based on first-hand data by using the methods of field investigation,literature survey,in-depth interview and questionnaire survey,etc.Firstly,a qualitative study on the components of brand value of Pan'an Yunfeng is carried out by Dentsu honeycomb model.this paper finds that the brand value of Pan'an Yunfeng is mainly composed of core brand value,brand salience,brand personality,brand interests,typical customer image and other factors.It finds out the main factors that affect the brand value promotion of Pan'an Yunfeng.It finds out the main factors that affect the brand value promotion of Pan'an Yunfeng.Then verify the above elements from a quantitative point of view,mainly using SPSS 21.0 software for factor analysis,get the score of four main factors:brand core value,brand saliency,brand personality,brand interests,typical customer image.Finally,combined with the results of empirical analysis,some suggestions are put forward to provide new ideas for the cultivation,development and promotion of Pan'an Yunfeng brand value.