Study On The Brand Development Of Dongtai Watermelon

In today’s world,the development of economic regional grouping and economic globalization is becoming more and more profound.It has become an important way for each region to gain advantages in market competition by building high-quality regional brands and promoting the competitiveness of products.Regional Brand building can not only promote the development of local economy,but also enable it to occupy a favorable position in the market competition with other regions.In this context,to build an excellent regional brand has become an important measure to promote regional economic development.In 2015,"We will improve the quality of agricultural products and food safety,vigorously develop new and premium agricultural products with good names and characteristics,and cultivate well-known brands," the first document of the Central Government,No.1 of 2020,states in its latest document,"opinions on doing a good job in the field of agriculture,rural areas,and farmers,and on ensuring a well-off society in all respects as scheduled." It states: "The pace of adjusting and optimizing agricultural structures will not stop.Efforts will be made to strengthen the certification and management of green food,organic agricultural products,and geographically marked agricultural products,so as to create regional agricultural products of high quality.""Dongtai Watermelon" has always been a high-quality brand in Dongtai city of Jiangsu Province,which has strongly promoted the economic development of Dongtai.However,the process of brand development has not been plain sailing and has been restricted by many factors,so it is only from the perspective of overall optimization to plan and handle the factors in different aspects as a whole and master the internal laws,to make the Dongtai watermelon brand sustainable.Based on the theories of brand competitiveness,brand maintenance,brand promotion,brand extension and so on,this paper explores the systematic development elements of Dongtai watermelon brand By using the methods of Literature Research and field investigation,this paper expounds the current situation of "DongtaiWatermelon" brand development and the influence of internal and external environment on its development.Then it analyzes in detail the problems encountered in the current development of the brand,and through the research on the development models of well-known regional brands such as "Gannan Navel Orange","Xinjiang Hami Melon","Zhanhua Dongzao",sum Up the experience of regional brand development,so as to provide experience guidance for "Dongtai Watermelon".Finally,on the basis of synthesizing the problems that the brand encounters at present,some practical suggestions are given.