Research On The Management Of Kiwifruit Brand Building In Zhouzhi County

Agricultural product regional brand is a new way of transfer of agricultural products quality information,development of agricultural product regional brand to strengthen the development of China's agricultural products brand basis,driving the development of China's agricultural products brand,selling difficult to effectively solve the agricultural products unsalable,form a stable market share.Zhouzhi county is recognized as the world's best region for the production of high quality kiwi fruit,and the kiwi fruit has been rated as "national geographic symbol" products,enjoying a high reputation at home and abroad.Study,therefore,weeks to kiwi regional brand construction,which helps to provide theoretical guidance for agricultural products brand development,and promote the zhouzhi county agricultural industrial structure upgrade,solve the zhouzhi county kiwi fruit industry grow dispersion,small scale and the lag of the brand and effective weeks to kiwi regional brand competitiveness,for the government to provide evidence for weeks to kiwi regional brand policy.In this paper,through on-the-spot investigation and the methods of questionnaire,investigation and the analysis of the status quo of weeks to kiwi fruit industry,brand awareness of weeks to kiwi fruit industry development situation is good,has the unique natural environment,broad market space and a good brand reputation.However,there are also some problems such as lack of guarantee of kiwi fruit quality,lack of unified regional brand awareness,lack of efforts to build regional brands and low value added of regional brands.The causes of the problems in the industrial brand of kiwi fruit from zhou zhi were analyzed from four aspects: government,agricultural enterprises,industry associations and farmers.Secondly,it puts forward the construction plan of regional brand of zhou zhi kiwi fruit.At the government level,to promote weeks to kiwi regional brand development and brand concept must strengthen macro-control,improve the industry planning and policy laws and regulations,strict law enforcement and management market dynamics,promote and standardize the regional brand strategy;At the enterprise level,to promote brand needs to be raised for weeks to kiwi area subject consciousness,take the market demand of regional brand in brand positioning,improve the scientific and technological innovation ability of enterprises,using the Internet to expand sales channels;At the industry level,to promote construction of weeks to kiwi regional brand needs to form industry information platform,promoting regional brand strategy alliance,build the marketing innovation environment,improve the construction of the industry association;On peasant household level,to promote weeks to kiwi regional brand construction requires cultivating farmers brand awareness and encourage the planting of high quality security products,change the traditional planting and management mode,cultivating new type of high-tech professional farmers.Only by cooperating with the four can we build and develop the regional brand of kiwi fruit.Finally,from the organizational innovation,the policy system,the industrial service,the personnel training,the marketing promotion proposed the week to kiwi regional brand construction implementation guarantee.Based on the analysis of the week to kiwi area,on the basis of brand construction situation and existing problems,puts forward the countermeasures and Suggestions to strengthen the construction of weeks to kiwi regional brand,provide a reference for weeks to even the shaanxi kiwi fruit industry development.