Font Size: a A A

Research Report On The Brand Building Of Qichun Mugwort

Posted on:2020-09-05Degree:MasterType:Thesis
Country:ChinaCandidate:Y F TangFull Text:PDF
GTID:2439330596980729Subject:Rural and regional development
Abstract/Summary:PDF Full Text Request
As one of the geographical indication agricultural products,Qichun Mugwort quickly developed into a large industry within a few years,which led to the development of local economy in Qichun County,making Qichun County the first “China Ai Du”.Geographical indication agricultural products are traditional geographically superior brand agricultural products.Geographical indications not only represent the origin of products,but also reflect product quality.The brand competitiveness of geographical indication agricultural products is not only the ability of agricultural products to participate in market competition and the value of the brand's own assets,but also an important starting point for promoting farmers' income growth,regional agricultural economic development,and agricultural competitiveness.It is the most powerful local economic development.The driving factor is the main force in regional economic development.Successful geographical indication agricultural products brands can effectively promote the development of regional economy,quickly realize the emergence of regional industrial clusters and promote the rational allocation and orderly competition of internal resources of industrial clusters,and at the same time further enhance the core competitiveness of local economies.In this article,the construction of brand of agricultural products of geographical indication of the relevant literature both at home and abroad,adopts the method of field research in qichun spot investigation,the local related personnel interview,understand the current situation of the development of geographical indication agricultural QiChun moxa grass industry.he,agricultural products of geographical indication QiChun tsao brand development present situation.At the same time,this paper constructs the influencing factors of the brand construction effect of geographical indication agricultural products.Condition of including geographical indications of agricultural products,agricultural products of geographical indication product optimization,geographical indications of agricultural products industry development,geographical indications of agricultural products brand cultivating four big aspects,policy support,economic development level,regional cultural resources endowment,the product price,product quality,species diversity,machining technology,brand awareness,brand reputation,brand loyalty,brand marketing strategy,industry cluster development situation,the leading enterprises has its own brand construction situation,the association of leading enterprise innovation ability,cooperative and support situation of 16 concrete indexes such as;Then the analytic hierarchy process was used to determine the weights of 16 indicators,and finally through empirical analysis,the use of fuzzy comprehensive evaluation method,to evaluate the brand development of qichun qicao products of geographical indications agricultural products.And,this paper also online for the whole country to do qichun mugwort products consumer questionnaire survey,in order to fully understand the qichun mugwort product reputation and other conditions,combined with the field survey situation depth excavation qichun mugwort product brand building process existing problems and deficiencies.In the evaluation of this paper,it is found that qichun qicao products have a lot of room for development: qichun county's economic development level is still relatively general,to promote qichun county qicao brand development to promote the local county economy further development,farmers further increase income;In the process of brand cultivation,qichun ai grass product quality is lack of security,to establish qichun ai grass quality standard system and supervision mechanism;Qichun ai grass product processing technology level development is backward,need to increase more tech strength in the future development;Qichun ai grass products and processed products brand awareness is not enough,many people in other provinces have not heard of qichun county ai grass,to focus on starting qichun ai grass brand geographical signs,help qichun ai grass better faster go out;And,qichun ai grass product brand culture benefits play is insufficient,qichun ai grass product brand premium ability is weak,in qichun ai grass product brand marketing strategy,qichun ai grass leading enterprise innovation ability and leading enterprise free brand construction and other aspects should continue to work hard.In the process of development in the future,must be in ensuring QiChun tsao,on the basis of product quality,increase the relevant scientific research investment,to attract high-tech scientific research personnel and has the ability to manage talent management QiChun tsao products related companies,as well as depth excavation QiChun tsao products brand culture,vigorously carry out QiChun tsao products marketing activities,brand awareness,improve its geographical indications to deepen its spread,so as to further enhance influence,in order to enhance QiChun tsao products brand competitiveness,QiChun tsao products of various construction body also enhanced its "geographical indication brand + free enterprise brand" in the strategy,On the basis of better development of the geographical sign brand,make qichun ai grass enterprises can also get more economic interests,so as to promote qichun county local economic development,farmers increase income.
Keywords/Search Tags:Qichun mugwort, Brand building, Geographical indication agricultural products
PDF Full Text Request
Related items